Task:
We were faced with the task of developing and implementing a project that:
- Strengthens the loyalty of the youth audience to the inDrive.Intercity brand.
- Unites residents of different regions of Kazakhstan through music.
- Provides a platform for self-expression for young talents.
Concept:
Creation of a musical project in the format of a cypher - a collective performance, where famous artists and aspiring performers represent their regions on one beat. Main idea:
- TikTok challenge: participants record their verse to the track and publish it with the hashtag #inDriveCypher.
- Collaboration with famous musicians: Yenlik, ZAQ and Miras Zhugunusov are invited.
Implementation:
1.Preparatory stage:
- Creation of a teaser: the artists presented a snippet of the track, which caused a positive response in social networks and the media.
2.Launch of the challenge:
- Terms of participation: record a duet with a track teaser and publish it on TikTok with the hashtag #inDriveCypher.
- Promotion: information about the challenge is posted in city communities and publics.
3.Selection of winners:
- Criteria: two winners are chosen by the artists, the third one is chosen by the number of likes.
- Prize: recording a joint track and participation in a video with invited musicians.
4.Creation of the track and video:
- Track name: "JOL" (from Kazakh - "road").
- Theme: returning home, to the roots, reflecting feelings close to everyone.
- Video filming: participation of the challenge winners and invited artists.
5.Publishing the cypher:
- Final product: combining all participants in one video.
- Duration: 38 minutes 17 seconds - the longest cypher in the history of Kazakhstan.
Results:
- Participation: More than 250 performers from all over the country.
- Reach: Over 5.6 million views on social media, including 1.1 million on TikTok.
- Video popularity: The video for the track "JOL" has collected over 800 thousand views.
- Media coverage: The project is covered in leading Kazakhstani media with a total reach of about 1 million people.
Conclusions:
The inDrive Cypher project demonstrated that:
- Creative and non-standard solutions can effectively strengthen the brand's connection with the youth audience.
- Music is a powerful tool for uniting people and promoting a brand.
- Supporting local talent and providing them with a platform for self-expression enhances the company's positive image.
inDrive Cypher has become a successful example of how a brand can integrate into the cultural life of the country, creating projects that resonate with a wide audience.