The Middle East knows how to sell! The region’s super-app, Careem, has a brand-new campaign titled “Room for Your Order Only,” and it’s going to blow your mind away. Here’s the story.
One order at a time
The “Room for Your Order Only” campaign, launched in Abu Dhabi and Al Ain in the United Arab Emirates, spotlights a delivery model wherein captains carry just one order at a time, which is helpful for customers who need a dedicated journey from restaurant to door.
This stems from the following huge dilemma for customers:
Not getting their orders on time since the delivery rider does so many deliveries
Longer waits and poor quality of food occur when multiple orders are delivered at the same time.
Hence, the “room for your order only” mantra.
In order to tease the campaign, Careem did not bank on ads, but rather programmatic advertising where fun custom-designed delivery boxes were created to playfully represent a single order. One box for a pizza, one box for a burger, and one box for fries.
Customers love it, as they are reassured that their voices will be heard, that the dream of having just one order per delivery rider will be fulfilled, so they could get their orders in no time.
“In Abu Dhabi, we identified a clear opportunity and competitive advantage: our delivery model that goes straight from the restaurant to the customer, without making any other deliveries along the way,” stated Tom Sword, the global brand and creative head in Careem.
The idea is very alive, and the message is clear. What was meant to appear naturally in life, turning routine deliveries into talking points, is presented – whether in traffic, beyond restaurants, alongside competitors, or at the customers’ doorsteps. ther in traffic, outside restaurants, alongside competitors, or at the customer’s door.
“It was clear to us that customers don’t really think about the delivery process. They care about how their food shows up. And if it’s cold, soggy or feels mishandled, the experience is already broken. This insight pushed us towards highlighting a delivery journey that treats food with care. We made bespoke delivery boxes that became a physical expression of that idea, making no batching instantly understood and impossible to ignore,” added Sword.
Most talked-about
Careem’s Sword further noted that they built on that familiarity by using the “most recognizable real estate” to carry the message across. The individual boxes are loud and clear: one order, one captain… one delivery.
As for the results of this campaign? Wonderful. It sparked lots of engagements and conversations, whether online or offline, not just likes and views.
“We’ve received millions of views on a range of UGC content. We backed this impact with outdoor ads that carried a single, clear message: Room for your order only,” Sword told Ridesharing Forum. “It was a real team effort, bringing together strong strategy, copy, design, and hands-on use of AI tools to move quickly and stay close to the idea.”