inDrive and inlab turn bubble wrap into an antidote to travel stress in Kazakhstan
inDrive and its in-house creative agency inlab have launched a new campaign in Kazakhstan that uses bubble wrap to highlight the stress of unfair travel experiences.
Featuring both passengers and drivers wrapped in bubble wrap and compulsively popping bubbles as tension builds, the campaign addresses the stress of city rides and intercity trips where passengers don’t choose the price.
The narrative shifts when inDrive enters the story, allowing riders and drivers to consider the terms, choose who they travel with and reach an agreement before the journey begins. Once they do, the popping stops.
One of the first local expressions of inDrive’s “Feel the Fairness” platform, the campaign was developed by inlab alongside inDrive’s global and Kazakhstan marketing teams.
The campaign rolls out across video, OOH and DOOH, digital, social, UGC, influencers, CRM and in-app placements.
Credits
inDrive team
Marketing Director EMEA & APAC: Anna Migal
Marketing Lead Kazakhstan: Aliaksei Pontus
Marketing Managers Kazakhstan: Saina Kupriyanova, Kalamkas Seipoldayeva
Brand Director: Mikhail Chernyshev
Senior Head of Brand Strategy: Mikhail Dobrov
Media Lead EMEA: Aigerim Meiramkulova
Senior Media Manager Kazakhstan & Pakistan: Olga Golubok
Media Manager CIS: Farukh Sydykov
Content Team Lead EMEA&APAC: Anna Puzakova
Senior Content Marketing Manager CIS: Temirlan Yermekov
Influencer Marketing Manager Kazakhstan: Anastassiya Radaeva
inlab team
Brand Strategist: Anton Shukaylo
Creative Director EMEA: Evgeny Gavrilchenko
Art Director EMEA: Irina Shamgunova
Creator EMEA: Maksim Eshkilev
Director of inlab: Mikhail Naliukhin
Marketing Communications Lead EMEA: Maria Lebetskaya
Marketing Communications Manager CIS: Assel Nurkabayeva
Marketing Communications Manager (Special Project): Anastasia Stepanosova
Production Lead: Lana Lee
Producer: Xeniya Andreyenko
Production Company: Anykey
Director: Leo Gorenstein
