INSITE OOH Media Platform

If it’s not 15 minutes, then it’s not Quik. Careem reinforces its 15-minute edge across Dubai’s digital landscape. Seen along various bridge formats and digital displays over major thoroughfares, Careem Quik’s campaign is simplified and brought down to the most plain form, following their previous OOH campaign. 

The visuals consist of a dark and cinematic backdrop, heavily populated by shiny berries like raspberries and blueberries in high contrast, featuring the message “Get fresh.” Moreover, in certain locations, the message changes to “Get fresh groceries.” Then there’s the default message, which is really just asserting its claim to relevance: “Delivered in 15 min.” There, the number “15” is prominent, centrally placed, and accompanied by a lightning icon.

The food and beverages brand’s creative works because it understands Dubai. Notice it as you drive, beneath overpasses, along broad highways, surrounded by glass skyscrapers and metro systems. The setting is gray, organized, and architectural. But then, surrounded vision, heavy fruit. It's jarring, as if it means something. Freshness next to setting. Organic next to constructed. It says a lot without declaring too much.

At the end of the day, the courier activities message is just a promise and a timeframe. That speaks volumes to inherently confident language. Careem Quik isn’t trying to tell you to want groceries; it’s assuming you already do. The question it answers is simply how fast.

And finally, the placement itself reflects the proposition. You see "15 min" while you are in motion, often while you are driving, often between errands. The message lands in a moment of friction. You’re busy. You’re stuck. You’re on the move. They’re faster.

There's something very Dubai about it (efficiency as lifestyle, speed as normality). Living in a place that embodies acceleration, Careem Quik's street presence simply helps to make it a new normal. If it can’t get there in 15 minutes, is it even worth calling quickly?

Careem’s campaign struck Dubai’s digital screens in the first week of February.