Captain Call-Up.
Careem offered famous footballers who wouldn't be playing at the 2022 World Cup one last way to get to Qatar: as Careem Captains, its name for drivers. Nigel De Jong took the job.
- Brand
- Careem
- Market
- Qatar
- Region
- GCC
- Year
- 2022
The challenge
Careem was not a tournament sponsor, but it already calls its drivers Captains, a word football uses for its leaders on the pitch.
The idea
Careem tweeted at players and captains including Mo Salah, Luis Figo, Victor Lindelöf and Erling Haaland, each tweet linking to a real 'Special Captain' job post on LinkedIn written around their skills. On 11 November it sent the offer to former Netherlands midfielder Nigel De Jong, who lives and plays in Qatar. He replied that he wanted the job and signed up as a Careem Captain for the tournament.
Case study source: Campaign Middle East Source ↗
