Ride-hailing media is usually built around standard digital and outdoor formats, while the ride itself is treated only as the service experience. inDrive saw an opportunity to use one of its most natural owned touchpoints — the car — as a media channel. During a ride, passengers are already in a listening moment: between places, looking at the city, sitting with their thoughts and open to sound. Voiced by inDrive used this single medium in a non-standard way, turning branded inDrive cars into moving audio spaces for contemporary Kazakh poetry.
Problem
inDrive needed to create a more memorable brand connection in Kazakhstan and stand out beyond functional ride-hailing messages such as price, speed and convenience. The task was to use one media channel in an unexpected way: transform the ride itself into a listening experience that could create attention, emotional resonance and measurable business impact.
Solution
inDrive created Voiced by inDrive — a campaign that turned branded cars into moving audio media. Young Kazakh poets created and recorded original works inspired by Astana. Their voices were placed inside branded inDrive cars, allowing passengers to hear poetry while moving through the same city that inspired it. Instead of buying attention through a standard media placement, inDrive used the ride as the medium. The car became the channel, the passenger journey became the listening moment, and the poets’ voices became the brand experience. The recordings were also released on major music platforms, extending the idea beyond the car and allowing people to replay, share and return to the project.
Results
Voiced by inDrive reached 20M+ views, generated 16,500 interactions and achieved 647K PR reach. The media idea also performed efficiently, with $0.5 CPVM and $0.7 CPE, while driving active passengers +18%, new passengers +19%, orders +31% and rides +34%.
