Kuwaiti delivery service Cari kicked off its latest campaign, Cari Millionaire.
Cari has offered people the opportunity to win a million dirhams
The tagline for the campaign launch says, every order could make you a millionaire.
The campaign kicked off with its initial teasers which hinted at the idea of something crazy coming.
The teasers featured a Cari delivery person falling through the sky and a DJ playing music.
Bringing it all together, the teasers ended with the words, ‘It’s not crazy, it’s Cari.’
They also made a play on words, saying that something was cooking and that it would be revealed soon.
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Followed by which the brand launched its entire campaign along with its cheeky hero video on social media.
In a very distinct pink room, Cari’s executives seem to be having a meeting about the launch of the delivery service.
The team leader looks for a crazy way to launch Cari and asks for crazy ideas from his team.
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People come up with ridiculous ideas such as offering sky dive delivery on the platform or sending a free DJ with every delivery.
Finally, a person outside the team steps up, suggesting free delivery or making somebody a millionaire.
Where the team leader replies with, “That’s not crazy.”
Instead, he goes on to say, “That’s Cari.”, approving of the idea.
Beyond the launch ads
The actual campaign seems to work on a version of loyalty-based reward system.
On every dirham spent by consumers, they receive 1 point in return.
The delivery brand also offered a supercharge option where ordering from certain restaurants would double, triple or quadruple their points.
It is implied that the person who collects a million points would win the grand prize. However, they would also be giving away daily prizes worth 1000 in the meantime.
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On the campaign’s launch, the delivery brand said they they were “giving back to their amazing #community”.
The campaign seems to be only held for the UAE audience, given the delivery brand’s recent entry into the market.
Besides the UAE, Cari also operates in KSA and its home base, Kuwait.
