Careem fits out-of-the-box campaign inside the box

Careem Box

If you’ve been online recently, you may have spotted an unusual sight: a human contortionist squeezing herself into a Careem box mounted on a motorbike. This viral moment marked the launch of Careem’s latest campaign, “If It Fits In The Box”.

Focusing on the Careem Box delivery service, which enables users to send or receive items across the city, the campaign used eye-catching stunts to highlight the service’s versatility. Whether it’s a teddy bear, gold bars, or even the Mona Lisa, if it fits, Careem delivers.

The campaign’s goal was to highlight the versatility of Careem Box while raising awareness of the service among a broader audience.

“Despite its popularity, we felt that there were still so many more people that could benefit from the service, and we wanted to raise awareness of its convenience,” shared Careem’s team.

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The roll-out

With a limited budget, the team leaned into a creative idea to push the boundaries of the Box delivery promise.

Rolled out in two phases, Careem first shared organic, fly-on the wall style shot videos of its captains on the roads with the unusual items in boxes. These were followed by the digital leg of the campaign, which took a curated approach involving a professional studio shoot with the boxes.

The curated shots of the Careem Box campaign.

“The choice between organic and curated content depends on the campaign’s goals; the ‘how we want to say it’ depends on the ‘why we want to say it’. For this campaign, an organic style aligned better with our objectives and budget, and resonated well with our audience,” added the spokesperson from Careem’s team, sharing the idea behind their choice to incorporate more organic style content.

Beyond digital

In addition to its online presence, the campaign also doubled as out-of-home (OOH) media, with the customised boxes turning Captains into mobile advertisements on the road.

Careem replaced its standard, non-transparent delivery boxes with transparent ones. This allowed the unusual items inside – from oversized props to surreal objects – to become a visual spectacle for passers-by.

“This adaptation aligned with the campaign’s goal to creatively reinforce our brand promise while engaging audiences beyond digital platforms,” said the spokesperson.

The power of idea

The campaign was conceptualised by Careem’s in-house team, Creative Studio. Tom Sword, Senior Director of Brand at Careem, shared the thought behind the creative process, The Careem Box service embodies our purpose to simplify the everyday – we wanted to mirror this simplicity when bringing it to life.”

The tag line, “If it fits in the box, we’ll pick up and deliver,” highlights the practicality and dependability of the service, while the range of unusual and wacky items in the delivery box shows the versatility of items that are the correct size to be transported.

The campaign not only communicated the service’s value proposition but also aligned with Careem’s communication strategy of using bold, innovative storytelling to connect with audiences.

“Armed with the core promise of ‘If it fits in the box, we’ll pick up & deliver’, our brilliant Creative Studio team found a way of execution that stepped outside of all traditional boundaries: relying on the power of the idea to generate both content and awareness,” added Sword.