Description

To shift Gen Z’s perception of inDrive from outdated to culturally relevant, we turned to the voices that matter most to them — artists. The idea was rooted in a powerful local insight: Kazakh youth take pride in their hometowns and love expressing that pride creatively, especially through music.

We collaborated with a lineup of emerging and well-known Kazakh musicians — from hip-hop to Q-pop — to create a first-of-its-kind project: a 38-minute cypher anthem. We teased it through TikTok with a branded challenge, inviting users to join the movement and rap about their hometowns. The response was massive — turning a brand-led collaboration into a national wave of self-expression and pride.

This wasn’t just branded content — it was a cultural moment. Artists got a platform, fans got inspired, and the brand became the bridge connecting them all. The collaboration helped reframe inDrive as modern, creative, and deeply local — exactly what Gen Z needed to see.

The TikTok activation earned 5.6 million organic views, with 254 creators participating in the challenge and 15 organic PR publications covering the project. Total reach across TikTok and YouTube surpassed 9 million. As a result, inDrive saw a +3.2% increase in new users during the summer period and a +9 percentage point lift in the ‘modern’ brand attribute, compared to the same time last year.

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