Awards Central Asia — 2025 /
CAMPAIGNS /
Integrated campaign
Agency
-
Client
InDrive
Description
To defend our leadership in Kazakhstan’s intercity travel market and reconnect with a younger audience, inDrive launched a nationwide summer campaign built around a powerful cultural insight: people across Kazakhstan take pride in their hometowns.
The campaign started with a relatable storytelling film inspired by the beloved “game of cities,” spotlighting different types of travelers and destinations. This film ran on national TV and digital platforms, establishing emotional resonance and reach. To connect with Gen Z, we launched a native TikTok activation — a cypher challenge where both emerging and established Kazakh artists rapped about their hometowns. This sparked a wave of user-generated content, turning local pride into a viral trend. We amplified the message with strategic outdoor placements (OOH and in-door) in key cities, digital performance campaigns for user conversion, and broad digital media to sustain momentum across the summer.
This fully integrated media approach ensured that the campaign reached people where they were — emotionally, geographically, and digitally.
The campaign achieved strong results: a +3.2% increase in new users during the competitive summer period, alongside a +9 percentage point lift in the ‘modern’ brand attribute, compared to the same period last year.
The TikTok cypher activation organically reached young audiences at scale: with just 15 posts, the challenge generated 5.6 million organic views, inspired 254 creator entries, and delivered a total reach of over 9 million across TikTok and YouTube.
Credits
-Valentina Kulikova - Marketing Lead Intercity Kyunney Akimova - Marketing Manager CIS Intercity Olga Golubok - Media Manager APAC Alexander Ivanchuk - Digital Media Manager Afanasiy Kirillin - Senior Digital Marketing Specialist Temirlan Yermekov - SMM Manager CIS Anastasia Kubakhova - Brand Activations Manager EMEA Mikhail Naliukhin - Director, inlab Anna Treneva - Marcom Manager, inlab Irina Durova - Creative Team Leader EMEA, inlab Stepan Durov - Creative Team Leader EMEA, inlab Dauren Shubayev - Creator, inlab
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