How can customers order food or snacks on the UAE’s beaches? Careem has come with a solution! ‘The Everything App‘ has shared details of its upcoming Careem Beach campaign, which offers beachgoers a precise ‘address in the sand’.
The Careem Beach service, and its corresponding campaign, will shed light on a beach essential: a GPS-enabled umbrella, equipped with precision location tracking, which permits customers to order food and snacks to their precise location on the beach, and making it easier for Careem riders to deliver to specific beachgoers.
Just like the Careem bikes, these GPS-tracked umbrellas will be stored in stations at the beach entrance, which beachgoers can easily unlock with a quick scan. In addition, with Careem Beach, customers no longer have to worry about finding a shaded area or dragging an umbrella around. When they’re finished, they simply return the umbrella to the station for the next person to use.
Glaucco Martines, Creative Director and visionary behind Careem Beach, shared, “Every beach season, we eagerly want to make the most of our limited time by the sea, but we’re often reminded of the hassles involved. It’s a broken experience.”
Martines added, “Just like all our services, Careem Beach was born from a genuine customer need, addressing a gap that is yet to be filled. This project has been months in the making, requiring us to integrate several disciplines in one – our existing infrastructure, operations, product design, and IoT – to deliver a seamless experience for our customers. The addition of Careem Beach really emphasizes our commitment to simplifying every moment of our customers’ everyday.”
The integrated campaign, which was announced at GITEX and will be rolled out later this year, includes static elements, dynamic elements, and a promo video, with copy that reads “Order straight to the sand”.
Tom Sword, Senior Director of Brand at Careem, said, “This really steps beyond a standard campaign, with the creation of a new pillar of our delivery business – identifying a true pain point in the current beach going experience, and leveraging our tech and platform to solve it. It is the kind of work I believe represents the value of in-house agency thinking – where the proximity to the business itself allows for ideas that shape the very core of the service, rather than just wrapping it up in pretty pictures.”
Explaining the strategic thought behind the use of copy and creative that reads: “*Order * Return * Rent * Locate *”, Sword shared, “Ordering food or snacks at the beach can be a frustrating experience. Riders often get lost in the heat, while customers face delays that can ruin their beach day — and sometimes even their food.”
“The alternatives aren’t much better: preparing meals at home turns a relaxing outing into a logistical challenge, requiring customers to preplan, pack food, fill a cooler, bring water, etc. As a last resort, grabbing food from a nearby shop means getting dressed, walking there, waiting in line, and then walking back carrying bags. The beach experience is far from stress-free.”
Careem Technologies aims to gradually roll out this service across major beaches in the UAE by 2025.
CREDITS:
Creative Directors: Glaucco Martines, Habiba Allam
Creative Manager (Motion Graphics): Marcio Rodrigues
UI/UX Designer: Thomas Rawcliffe
Global Head of Brand & Creative: Tom Sword
Chief of Staff: Nadim Hachem
VP of Marketing: Colin Judd
VP of Groceries: Chase Lario
Managing Directors: Bassel Alnahlaoui, Adeeb Warsi
Industrial Design: Nection Design, Dioz Group
Production Companies: Rulu Films, Another Idea
Photographer: Thiago Neves
