USA-based ridesharing app inDrive is tapping on the dreams of Kazakhstan to breathe life to road safety.
Kazakhstan is a country in Asia, located nearby Mongolia, and is touted as the world’s biggest landlocked country. It is best-known for its vast steppes, as well as the Baikonur Cosmodrome, the planet’s first and largest space launch facility.
Stereotypes about this global region’s landscape would make you think that there isn’t a ridesharing app operating here, but there is, and among these is InDrive.
InDrive Kazakhstan has breathed life into road safety through a brand-new campaign directed by inlab, the official and the resident creative hub of inDrive, for Kazakhstan
In this campaign available on YouTube, the first frame started with a painter, doing his work painting the walls of a space, stating in Kazakhstan’s language, translated to English, “What is my dream? Finishing the house my dad started. I drive all week. Saturdays, I’m building…”
So, apparently, he is a full-time driver who does construction work for this family during the weekends.
Until the frame has cut through a creative process showcasing the tools he uses for the construction, from the hammer, to the paint.
He continued his narration, saying he’s doing it for the kids, for his kins. The last frames included him as a driver, driving a car for inDrive, wearing a seatbelt.
Things may sound off vague here, but this campaign challenges the belief that seatbelts are not needed by focusing on something deeply personal: the dreams every person aspires to move through life.
Though this campaign, viewers enter each character’s “museum of dreams” before seeing how suddenly those dreams can shatter, as depicted in the creative process with the construction tools.
InDrive Kazakhstan wants you to think through this: What is your dream?
The American ridesharing app used AI to create this campaign. It presently runs across OLV, CTV, cinemas, PR, product marketing, influencer content and collaborations, with this campaign reframes the seatbelt as more than protection for the body. It is a way to protect the future, the creatives behind this campaign stated.
inDrive is a ridesharing app that differs from other apps of this kind by letting passengers choose their driver. The rest works the similar way as other apps. For more ridesharing news, keep it locked right here on Ridesharingforum.com, your newsroom for ridesharing, coupons, food deliveries, business, lifestyles, and so much more!