Order from 'the other guys'

For one week in Abu Dhabi and Al Ain, Careem paid up to AED 30 cashback on food orders placed on rival delivery apps: customers sent a screenshot to @careemuae on Instagram and the credit landed in their Careem wallet. Films showed Careem Captains standing in front of competitors' billboards, with local creators amplifying it.

The brief

Food-delivery customers in Al Ain and Abu Dhabi who order through competing apps.

The idea

For a week, Careem gave 20% cashback, up to AED 30, on food ordered from any rival app: customers sent a screenshot on Instagram and got credit in their Careem wallet.

What to borrow

Paying customers to use a competitor turns the rival's orders into a way to sign up new users.

Brand	Careem
Agency	Not named on the source
Talent	Msabeh TV, Hazza Review, Nasser JD
Channels	digital, social
Source	Campaign Middle EastCommunicate Online