Kazakhstan is inDrive’s home market — the place where the brand grew from a local idea into part of everyday mobility culture. But in a competitive ride-hailing category, familiarity alone is not enough. inDrive needed to make its long-standing local relevance feel visible, human and memorable. The campaign used print and outdoor formats to deliver a simple public trust message — visible across the same streets, routes and daily contexts where inDrive is part of people’s movement.
Problem
inDrive needed to strengthen brand attention and salience in Kazakhstan through a trust message that could work instantly in public space and printed formats. The task was to create a simple, memorable visual idea: clear enough to be understood at speed, but sharp enough to reward closer attention, reinforce local relevance and travel beyond the placement.
Solution
The idea was built around one deceptively simple line: “Trusted by Kazakhstan.” At first glance, it read as a national-scale statement: inDrive is trusted by the country. But the campaign made the claim literal by featuring a real user named Kazakhstan — turning a familiar brand message into something human, local and unexpected. The execution was designed for print and outdoor: a clear portrait, short copy and simple visual hierarchy made the message easy to read immediately, while the double meaning made it memorable on closer attention. Across billboards and printed campaign materials, the work used the same minimal system: one person, one line, one twist. The result was a trust message that was instantly readable, visually clean and strong enough to become a public conversation.
Results
The campaign generated 2.6M+ organic views, 27,263 likes and 24,485 shares. Unaided awareness grew from 78% to 81% (+3pp vs Q3), while top-of-mind awareness increased by 4% and ad recall grew by 18.9 percentage points.
