In ride-hailing, most brand communication is visual and functional: price, speed, routes, discounts and convenience. inDrive wanted to create a more emotional brand experience in Kazakhstan — one that people would not only see, but hear and feel. The opportunity was audio: a medium naturally connected to rides, movement and personal attention. During a trip, passengers often listen, reflect and look at the city around them. Voiced by inDrive used this everyday listening moment to turn the ride into a new audio space for contemporary Kazakh poetry.
Problem
The challenge was to make inDrive stand out beyond standard ride-hailing messages and create a more memorable connection with passengers. The task was to use audio not as a background element, but as the core creative medium — transforming an ordinary ride into an intimate listening experience that could build attention, emotion and brand relevance.
Solution
inDrive created Voiced by inDrive — an audio-led campaign that brought contemporary Kazakh poetry into everyday rides. The brand invited young Kazakh poets to create and record original works inspired by Astana. Their own voices became the centre of the experience, making the campaign feel intimate, authentic and emotionally close. The recordings were placed inside branded inDrive cars, turning rides into moving listening spaces. Passengers could hear poetry while moving through the city that inspired it. The poems were also released on major music platforms, extending the experience beyond the car and turning the campaign into a discoverable audio collection.
Results
Voiced by inDrive reached 20M+ views and generated 16,500 interactions, showing strong engagement with an audio-led brand experience. The campaign also delivered 647K PR reach, active passengers +18%, new passengers +19%, orders +31% and rides +34%.
