Careem / الإمارات / 2024الرقمي والتقنية · الإعلانات الخارجية · التجارب الحيّة

⁨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.⁩

العلامة التجارية: Careem
الوكالة: Careem
السوق: الإمارات
المنطقة: الخليج
السنة: 2024

التحدي

⁨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.⁩

الفكرة

⁨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.⁩

النتائج

⁨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

مصدر دراسة الحالة: Dubai Lynx (Love The Work) المصدر ↖