Careem Food has revealed its latest film for its 360-digital ‘Dirhams for Delays’ campaign.
Careem’s in-house agency, The Creative Studio, is behind the latest campaign, centred on ‘Imagine getting money whenever someone’s late’.
The company’s memorable, and somewhat controversial, Dirhams for Delays promotion from last summer has returned, where customers are given AED 1 for every minute their food order’s delayed.
The Creative Studio partnered with Bigfoot Films and Chuck Studios for the campaign’s sophomore outing.
The result? An on-screen world where everyone pays for being late.
The creative concept reimagines the all-too-familiar, everyday annoyance of people being late with a tongue-in-cheek sense of humour.
A Careem Captain takes viewers through a journey where people face delays. A father doesn’t show up on time for the birth of his child.
A planeful of passengers are informed their flight’s late. Robbers have a run-in with the cops because their getaway car takes too long to arrive. All these situations are resolved with a dose of wishful thinking: compensation by cash.
In the end, it’s revealed that this compensation crosses over into reality. If you receive delayed orders, you get dirhams back directly from Careem. And the money is yours to spend, however you please.
Controversy
Careem has been eager to defend its campaigns and the safety of its riders. “Our Captains are the absolute heroes of our company. As with the previous Dirhams for Delays outing, they are not in any way incentivised to drive faster to fulfill a delivery on time.
“Captains receive direction from a separate app, and at no point in the journey are aware of the ETA promised to the customer (and of course, on the rare occasion they are delayed by a few minutes, it is Careem not the Captain who will be handing over dirhams). That said – our money’s on the food,” explained Tom Sword, Global Head of Brand & Creative at Careem.
Creative agency: The Creative Studio, Careem
Production house: Bigfoot Films and Chuck Studios
