Posted on October 08, 2019

Careem launched a global campaign in Qatar that communicates its new positioning and reinforces its brand purpose, with an empowering message: “Start Something” in a gathering of industry leaders and influencers in partnership with Time Out Doha. Start Something is an invitation for everyone, with no exception, to move forward, to take that very first step and to believe, because nothing ever happens by standing still…

The integrated campaign kicks-off with an emotional film that showcases people from different parts of our region, starting something to make a difference. A young girl following her true passion, a Jordanian family taking a step to create an inclusive community, an athlete dedicated to making his country proud, a Palestinian man believing in the impossible, a refugee with ambitions to never give up, a little boy nurturing his imagination, two young men believing in restoring the heritage of an old home, and an entrepreneur choosing to return home to Iraq and start something.

Each daily life scenario portrays the brand’s purpose, encouraging each and every one to Start Something: start a conversation, start a journey, start a change. Because ‘You don’t have to be someone to start, you just have to start to be someone.’ The emotional and inspirational campaign seeks to encourage people across the region to start, from small to big, no matter where they are or where they come from. It is an invitation to take the first step and to help move our region forward.

“Across our region, we believe in the unlimited and untapped potential of our cities and its people. We have the opportunity and responsibility to give back to the region by sharing the inspiration that drives us on a daily basis. The belief that the impossible is possible, the belief that anyone can start a change, that it is never too soon to start, and the belief that you can start at home.” said Khaled Nuseibeh, General Manager at Careem Qatar. He added: “Start Something is the manifestation of our purpose to the world - our launch campaign and platform to share our values and the DNA of our brand. Through the creative and digital campaign of Start Something, we tell the world what we stand.”

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