Objective:
Organize strategic cooperation between inDrive and Ninety One, ensuring the brand's integration into the music industry, attracting a youth audience and strengthening the service's presence in regional cities of Kazakhstan.
Our role:
- Negotiations between inDrive and Ninety One, building mutually beneficial conditions.
- Coordination of cooperation at all stages - from concept to implementation of activations.
- Ensuring comfortable interaction between artists and the brand, balancing their expectations.
What was implemented:
- Digital activations: a competition among app users with a raffle for concert tickets.
- Branded activities: discounts on merch for fans who used inDrive.
- Offline special project in the regions: "Karaoke with an idol" - a unique format that gave fans the opportunity to sing with Ninety One.
Results:
- 3+ million views of content with fans on social networks.
- Growth of inDrive user engagement in regional cities.
- Positive response from the fan community, who gained access to activities outside of major cities.
- Strengthening the position of inDrive as a brand accessible to every resident of the country.
- Ninety One confirmed their status as key artists of Kazakhstan, drawing attention to an important social project.
The inDrive x Ninety One collaboration became an example of successful interaction between a brand and an artist, when the partnership goes beyond standard integrations and becomes part of a social mission.