Careem Beach.
Hawkers aren't allowed on Dubai's public beaches and restaurants are often far away, so Careem built GPS-enabled beach umbrellas: rent one from a dock at the entrance and food or groceries are delivered to your exact spot in the sand.
- Brand
- Careem
- Agency
- Careem
- Market
- UAE
- Region
- GCC
- Year
- 2024
The challenge
Beach season in Dubai is short, and getting food on a public beach is a hassle. Careem's in-house team wanted to show what its everything app could do in a place where deliveries usually get lost or arrive cold.
The idea
Careem designed umbrellas with high-precision GPS trackers and UPF 50+ fabric, housed in solar-powered docking stations at public beach entrances that connect to the app over 5G. Users scan a QR code, unlock the dock, pair the umbrella with the app and rent it, and a new Careem Beach mini app sends orders straight to the umbrella. Careem debuted the service at GITEX 2024, then ran two beach activations, after working through approvals with the Dubai Beach & Water Canals Authority and local municipalities. The entry says the authority has committed to a citywide rollout by 2025.
Results
- 10,000+ app downloads in beach areas and 4,000+ beach orders in the first week, according to the Dubai Lynx entry
- 70 million impressions, by the entry's figures
- Perception of Careem's food delivery up 7% and awareness of Careem as an everything app up 14%, the entry says
- Customers who used Careem Beach were 1.7 times more likely to return, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Outdoor – Social Behaviour & Cultural InsightGold
- Dubai Lynx 2025OutdoorGrand Prix
- Dubai Lynx 2025Digital Craft – Innovative Use of TechnologySilver
Credits
- In-house creative, production and post-production
- Careem
- Creative Director, Careem
- Glaucco Martines
- Creative Director, Careem
- Habiba Allam
- Head of Brand Marketing, Careem
- Tom Sword
- Motion Graphics, Film Editor & VFX, Careem
- Marcio Rodrigues
- 3D Artist, Freelance
- João Paulo Xavier
- Product Designer, Careem
- Thomas Rawcliffe
- Project Manager, Careem
- Nadim Hachem
- Social Media Director, Careem
- Ahmad Dghaim
- Social Media Executive, Careem
- Sara Alamuddin
- Director of Communications, Careem
- Tasha Young
- Communications Manager, Careem
- Jasmine Aldameary
- Senior Director of Engineering, Careem
- Jonathan Keenan
- Senior Software Engineering Manager, Careem
- Sergio Garre
- Senior Software Engineering Manager, Careem
- Yogita Sharma
- Software Engineer, Careem
- Daim Armaghan
- Senior Software Engineer, Careem
- Abhijeet Roy
- VP of Groceries, Careem
- Chase Lario
- Chief Business Officer, Careem
- Bassel Alnahloui
- Chief Operations Officer, Careem
- Adeeb Warsi
- Managing Director, Massive Music
- Pierre Carnet
- Senior Project Manager, Massive Music
- Laura Woźniak
- Creative Producer, Massive Music
- Thomas Harmsen
- Executive Producer, RULU Films
- Nadim Rifai
- Executive Producer, Freelance
- Thiago Neves
- Industrial Designer, Nection Design
- Jeff Araújo
- Business Director / Project Manager, Dioz Group
- Tony Beig
- Executive Director, Bóson Post
- Ezany Brandão
- VFX Director, Bóson Post
- Eduardo Brandão
