Description

Background
Allur is the largest car manufacturer in Kazakhstan, assembling global brands like Kia, Skoda, Chevrolet, Jetour, JAC, and Hongqi.
But despite its scale, most locals didn’t perceive Allur as real Kazakhstani brand - just another importer of foreign cars.

Insight
Kazakhstan is experiencing a cultural renaissance: there's a booming love for everything authentically Kazakh - fashion, food, music, cinema.
We realized this wasn’t just a trend. It was a signal: people want to feel pride in what’s made here even if it comes with a global badge.

Idea
WE DO CARS AS KAZAKHS DO!
We set out to prove that Allur isn’t just assembling cars it’s adapting them for Kazakh life, culture, and humor.

Execution
We created a series of culturally sharp and funny videos where each global brand was tested the “Kazakh way”: Chevrolet passed the “Shashu Test” surviving a family candy-throwing ritual; Jetour featured Horse-tronic Assist for the common sight of horses on the road; Hongqi was sound-checked for Kazakh beats because here, the party never ends after the wedding; JAC passed the “Green Means GO” test capturing how locals treat traffic lights.
Each video blended local insight, humor, and product features showing not just cars, but Kazakhstan-ified cars.

Results
The videos reached over 6M impressions on social and local media, sparked massive positive reactions, and doubled the association of Allur with local production.

Dates of the campaign: 24.09.24 - 30.11.24
Digital channels: Instagram, TikTok, Youtube.

Credits

Agency:
Belyashina Ekaterina – executive director
Kalashnikova Mariya – client service director
Zakirova Kamilya – senior account manager

Uxikbayev Azatkhan – creative director
Kogai Vitaly, Pozdeev Timofey – creative groupheads
Tsoy Eric – art director
Madiyarova Madina – creative copywriter
Bushuev Eduard – motion designer
Shishkova Maria – graphic designer

Client:
Andaspayeva Kamila - brand development manager