Kazakhstan is inDrive’s home market — the place where the brand grew from a local idea into part of everyday mobility culture. In a competitive ride-hailing category, inDrive needed to make its local relevance and trust message more visible, memorable and human. The campaign used one media channel — outdoor — in a deliberately simple way: a billboard placed in public space, speaking to people in the same urban environment where inDrive is part of their daily movement.
Problem
inDrive needed to create brand attention and reinforce local relevance without relying on a complex media ecosystem or high-production campaign. The task was to use one key public-facing medium — outdoor — as the main carrier of the idea: clear enough to work instantly from the road, but sharp enough to reward closer attention and travel beyond the physical placement.
Solution
The idea was built around one deceptively simple line: “Trusted by Kazakhstan.” At first glance, it worked as a broad national trust statement: inDrive is trusted by the country. On closer attention, the line revealed a local twist — Kazakhstan was also the name of a real inDrive user behind the message. Outdoor was the campaign’s key medium and the clearest expression of the idea. The execution kept everything radically simple: one line, clear typography, strong hierarchy and no unnecessary visual noise. Print and static adaptations kept the same system, but the main media effect came from outdoor: a public message placed in the same environment where people use inDrive every day. Instead of using outdoor only for reach, inDrive used it as a trigger for organic attention. A low-production, copy-led execution turned one key media format into 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), top-of-mind awareness increased by 4%, and ad recall grew by 18.9 percentage points.
