What market insights drove the creative inspiration behind the concept?

The campaign started with two connected insights. First, bullying remains a real issue for children in Kazakhstan, with nearly 1 in 5 having experienced it at school. Second, the ride to school is often one of the few uninterrupted moments a parent and child share during the day. It is a quiet, routine moment, but also one where emotional distance and physical closeness exist side by side.

That made it a powerful point of intervention. Instead of addressing the issue only through awareness messaging, the idea was to use a real moment already owned by the brand — the school ride itself — and turn it into a chance to notice, ask, and act.

How did the work evolve creatively?

The idea began with the product moment: if the ride to school is a rare private space between parent and child, then the app itself could help interrupt routine and start a difficult conversation.

The ride to school is often one of the few uninterrupted moments a parent and child share during the day. It is a quiet, routine moment, but also one where emotional distance and physical closeness exist side by side.

From there, the work evolved into a broader creative system. The in-app intervention became the functional core, using push notifications and psychologist-backed prompts to guide parents. That logic was then translated into a physical symbol: the Green Back Seat.

First introduced inside inDrive cars, it later moved into public installations across Almaty, extending the idea from the app into the real world. This helped the campaign feel both useful and visible, turning one product feature into a wider social and visual platform.

How does this build upon or shift the brand’s existing visual and narrative language?

The campaign builds on inDrive’s existing brand values of fairness, human connection, and real-life relevance, but expresses them in a more intervention-led way. Instead of using communication only to describe the brand’s point of view, the idea placed that point of view directly inside the service experience.

Visually, it stayed rooted in the brand through the use of inDrive’s signature green, but gave that color a new role: it became a symbol of safety, openness, and the right moment to begin a difficult conversation.

Narratively, the project also shifted the brand from mobility as utility toward mobility as a meaningful human moment — showing that the ride itself can be more than transport.

What were the results in terms of KPIs?

The campaign showed both early engagement and strong behavioral response. In just the first 10 days, 2,600 parents took the first step toward an important conversation with their child by engaging with the campaign journey, while the website drew more than 4,000 visits from people seeking guidance. At the top of the funnel, the initiative was also supported by 32,000 push notifications delivered through the app.

Beyond performance metrics, the campaign generated local visibility across Kazakhstan, including placements in Forbes Kazakhstan, ELLE Kazakhstan, and Harper’s Bazaar Kazakhstan.