Soar high, Careem!
Middle Eastern everything app Careem, headquartered in Dubai in the United Arab Emirates, recently unveiled a brand-new ad campaign for its instant payments movement platform, Careem Pay. Here’s the scoop.
Careem Pay | Vroooooosh ding
The ad is captioned on YouTube as “Careem Pay | Vroooooosh ding,” literally introducing the platform as a quick way to send payments to your colleagues.
However, in the ad, which starts with a guy office worker using the app, and the voice-over saying, “Send money abroad with Careem Pay and watch it move.”
It then transitions into the effects of what appears to be sent by The Flash of DC Comics. The episode ends with a grandmother receiving the money, perhaps the grandma of the office worker.
“Send money in minutes,” stated the narrator.
Exposition
This ad is a 360-degree campaign that marks the expansion of the app’s international remittance services to over 30 “corridors.”
Intending to become a bold departure from its traditional financial advertising, the campaign’s design deviates from the usual financial visuals. Instead, it uses sharp sound design to highlight and emphasize the speed, as well as the better rates of the pay services.
Comments are turned off on the official YouTube video page, so what’s left is the official Careem caption, saying, “That’s the sound of your money flying across time zones. Send money to 30+ countries, fast.”
With the sounds of “Vrooosh!” “Ding!” “Ping. Ping!” and so much more, Careem Pay’s financial services under this campaign focus on two core customer desires: how fast money lands into an account and how money reaches loved ones abroad.
This human yet sound-led approach to the campaign’s design is an effort to create a lasting sonic memory amongst users.
Statements from executives
Executives at Careem are delighted about the outcomes.
Tom Sword, the senior director of branding at Careem, stated: “The primary objective was to boost brand awareness of Careem Pay’s remittance service and to encourage new customers to start using Careem Pay for international money transfers.”
Sword added that the channels and approaches handpicked for the campaign were strategically selected to align closely with where Careem’s diverse customer base spends their time.
“Given the campaign targets regular remittance senders from over 30 countries – including key markets like the UK, Europe, India, Pakistan, Egypt, Jordan, among others – we ensured our message reaches them directly through platforms they actively use,” he further noted. “By engaging our audience where they are most present, we can effectively build brand awareness, drive engagement, and ensure our message resonates with those who regularly send money abroad for family support, personal investments, and other financial commitments.”
The new campaign’s integrated 360-degree rollout across digital platforms, social networks, and in-app touchpoints will allow you to witness it across various channels, and even in the press, cinemas, and radio. For other news on Careem, keep browsing this site!