Careem Pay has launched a 360-degree campaign to mark the expansion of its international remittance service to more than 30 corridors.
Aiming to be a bold departure from traditional financial advertising, the campaign’s design deviates from typical financial visuals and instead uses sharp sound design to highlight speed and better rates of Careem Pay services.
Associating dynamic sounds such as “Vroooosh. Ding.” and “Ping. Ping.” to Careem Pay’s financial services, the campaign focuses on two core customer desires: how fast money lands into an account and how money reaches loved ones abroad.
“The primary objective was to boost brand awareness of Careem Pay’s remittance service and to encourage new customers to start using Careem Pay for international money transfers,” says Tom Sword, Senior Director of Brand at Careem.
To do this, Careem took a human, and sound-led approach to the campaign’s design in an effort to create a lasting sonic memory for users.
Audiences can witness the new campaign across multiple channels with its integrated 360 roll-out across digital platforms, press, cinema, radio, social media, and in-app touchpoints.
“The chosen channels and approaches were strategically selected to align closely with where our diverse customer base spends their time,” Sword says.
“Given the campaign targets regular remittance senders from over 30 countries – including key markets like the UK, Europe, India, Pakistan, Egypt, Jordan, among others – we ensured our message reaches them directly through platforms they actively use,” he explains. “By engaging our audience where they are most present, we can effectively build brand awareness, drive engagement, and ensure our message resonates with those who regularly send money abroad for family support, personal investments, and other financial commitments.”
Careem has also initiated influencer collaborations as part of its overall campaign strategy. “This will help the campaign reach the target audience on social media through well-known figures they follow and trust,” Sword says.
To measure the campaign’s performance, Careem has clearly defined certain success metrics across several categories.
“For brand awareness, we use the IPSOS brand survey to track perception and recognition shifts. New user acquisition for remittance is measured by monitoring both the number of new users and their average transaction amounts,” Sword explains. “We track cost of acquisition (CAC) per channel to optimise spending efficiency. Digital performance is evaluated through metrics such as cost per view (CPM), cost per click (CPC), and completed view-through rate (CVTR), helping gauge the effectiveness of our creative content,” he says.
“Communication effectiveness is measured by click-through rate (CTR), allowing us to tailor content relevance per audience and corridor type. Lastly, influencer-driven word-of-mouth (WOM) impact is assessed through reach, engagement metrics, and affiliate codes to directly link influencers to user acquisition,” he adds.
Careem’s in house Creative Studio designed the campaign, in collaboration with Bigfoot Films for production.
