Careem Rides
Getting from A to B is a basic need.
Careem Rides was founded on a promise of a better way to get around. A super convenient experience to take the trouble out of transport.
This guide will help you master the art of writing for Careem Rides and discover how it fits within the Everything App while owning its space.
Use it as a starting point for everything you write, from online ads to captions and in-app collaterals. Word by word, we’ll build a brand people can count on and grow to love.
How we speak
We echo the tone and sentiment of our master brand but with a unique flavour for different experiences and markets.
Our communication style varies based on both, the car-type and its value proposition. Within our rides service, we categorize our cars into three broad segments.
Car Segments
Car types
Affordable
The most economic rides in the city fall under this category of Careem. For eg, Riksha in Pakistan.
Comfort
Upgraded yet affordable cars. They offer the best value for money, making everyday rides special.
Premium
An elevated rides experience that offers the latest cars and amenities, top-rated Captains, and services.
Segments
Others
Motorbikes
A quick and pocket-friendly means of getting around the city, this service is available in
a few markets like Egypt and Pakistan.
Intercity
A convenient way to move between cities. It’s currently available in UAE, KSA, Pakistan, Egypt and Iraq.
Eco-friendly
This recent addition to Careem’s car types is a green ride aimed to minimize carbon emissions.
WHO WE ARE
The master brand plays a pivotal role in shaping the overall personality of Careem Rides. Nonetheless, we allow specific traits to stand out within each car type to effectively communicate their unique value propositions.
CAR TYPE 01
Affordable
Friendly | Trustworthy
This category is known for its highly competitive pricing,
but convenience and reliability are also key elements of the proposition. For eg. when writing about Go Mini, we emphasise value and ease too.
We convey these messages with warmth and light-heartedness. A little wordplay goes a long way.
Say ‘affordable’ instead of ‘cheap’.
Avoid words that convey luxury, like ‘quality’, ‘indulge’, ‘premium’, or ‘plush’.
Ride more for less.
Book your Go Awfar ride.
Book the city’s most affordable ride.
GO Budget. Go Careem.
CAR TYPE 02
Comfort
Friendly | Trustworthy | Caring
The Comfort car-type prioritizes quality and safety as much as affordability. We let our well-trained Captains,
well-maintained cars and service take centre stage in communication. We write with confidence and clarity to build trust among users.
Pull away from “most affordable” perception, use words like “easy” and “everyday rides”.
Steer clear of terms suggesting luxury.
Our Captains are on time,
every time.
Safety first, second and always.
School rides by Careem.
Rides you can rely on.
Book a ride with a tap.
CAR TYPE 03
Premium
Passionate | Trustworthy | Ambitious
This fleet of Careem cars offer a personalised and premium experience. It’s all about making the customer feel special.
We passionately talk about what makes it a desirable, high-end service. We write with a flair of sophistication when talking about the latest models, top-rated Captains and priority care agent.
Write about ‘quality’ and ‘experience’
not ‘price’ and ‘affordability’.
Elevate with partnerships, like Tesla cars
or latest E-cars.
Fancy a fancy ride?
Cruise in class.
Book your ride with a tap.
Exclusive cars, exclusively for you.
04
Others
Motorbikes
Friendly | Trustworthy
Focus on affordability and
convenience. Put yourself in your
audience’s shoes.
Talk about benefits in a relatable,
humanised way.
Intercity
Friendly | Trustworthy | Caring
Communicate convenience and
reliability by focusing on door-to-door
service, well-maintained cars, and
flexibility in booking.
Highlight cost-effectiveness
whenever necessary.
Eco-friendly
Trustworthy | Passionate
Educate customers about the importance of choosing eco-friendly rides and how their choice can make a difference in preserving the environment. Be transparent about the additional costs.
Writing principles.
Our tone of voice principles are the
defined rules as to how we write
for
our brand.
OUR WRITING PRINCIPLES
01
Less is more.
Our sentences pack a punch. We get straight to the point with short, sharp headlines and use full stops generously.
Where to, Mohammad?
Ready. Set. GO for instant rides.
OUR WRITING PRINCIPLES
02
Upbeat & everyday.
Pleasant and informal, we sound like the kind of people you’d enjoy having around.
Room for 6, comfort for all.
Book a Max car.
Calling it a day?
Let us take you home.
OUR WRITING PRINCIPLES
03
Always dependable.
We’re confident and consistent. Building trust among audiences with every sentence.
More safety features. Less worry.
Track your child’s ride.
Arrive at ‘Departures’ in time.
Pre book airport rides on Careem.
OUR WRITING PRINCIPLES
04
Driven & inspired.
Our enthusiasm is palpable. This energy shines through everything we write.
The weekend is here.
It’s GO time.
First Class rides and vibes, ready Bahrain?
Writing Rules.
Here are some golden rules to follow when writing to ensure our messaging
is always consistent.
Writing Rules
Writing Rules
Writing Rules
Language.
We write in British English, with its spelling rules, vocabulary and expressions.
Writing Rules
Text style.
We use sentence case for headlines and body copy, which means the first word is capitalised and the rest is lowercase, unless a term is a proper noun or a Careem car type.
Writing Rules
Abbreviations.
Abbreviations of our services or sub-brands are to be used internally and never on any customer-facing communications. For eg, CCTs (Careem car types).
Writing Rules
Numbers.
Always use numerals for numbers – it saves space and is a lot more readable.
Writing Rules
Promo codes.
When creating a promo code, make sure to use a word that is related to your campaign. It should be as short as possible and easy to remember.
We don’t write promo codes with full-stops. For eg, Use code RIDES10 instead of Use code: RIDES10.
Writing Rules
Super App assets.
When creating in-app assets, prioritize key details rather than overloading the card with extensive information.
For eg, if the offer is “Get AED 200 off 10 School rides when you book before May 2024, use code 10RIDES”
Offer card
AED 200 off 10 rides
Or AED 200 off School Rides
Cultural context.
Our understanding and knowledge of each market allows our messaging to resonate with our audiences and really speak to them. Always write to be relevant.
Languages.
Our TOV is consistent across markets and our friendly, confident, helpful personality comes across in all languages. Whether in English, Arabic, or Urdu, we always follow the same writing principles and DOs & DON’Ts.
A localised approach.
Whenever possible, reference specific cities and neighbourhoods.
For eg, Too hot to walk, Riyadh? Book a ride now
Be considerate.
Respect cultural and religious sentiment of the region. When in doubt about a word being offensive, confusing, or exclusive, remove it.
Careem Plus and Rides.
When communicating Careem Plus offers, we use specific phrases and maintain consistency.
XX% back on rides.
XX% money back on rides.
XX% back on 10 rides.
XX% money back on 10 rides.
