InDrive
Introduction
InDrive (formerly known as InDriver), embarked on an ambitious rebranding and expansion strategy, aiming to penetrate key markets within Nigeria. One such city in their expansion radar was Ibadan. To mark their entry into this market, InDrive needed to build awareness for its platform in the consciousness of both e-hailing riders and drivers alike.
Client Objective
The primary goal of the campaign was to create a strong brand presence in Ibadan, effectively capturing the attention of the local audience and establishing InDrive as a reliable and convenient transportation option.
The Big Idea
Making It Happen
The railway billboard location was carefully chosen at the entrance of the Obafemi Awolowo train station at Ibadan, ensuring it would be visible to both passengers travelling with the train as well as pedestrians and motorists passing by the area.
The campaign launch coincided with InDrive’s official entry into the Ibadan market. This synchronicity helped create a buzz and anticipation among the local audience, enhancing the effectiveness of the campaign.
This strategic placement maximized the campaign’s reach and impact by targeting passengers alighting at the train station and considering affordable/safe transportation from the train station to their eventual destination.
Results
Within the first month, the railway campaign achieved its goal of creating a strong brand presence. InDrive’s logo and messaging became instantly recognizable within the local community, generating awareness and curiosity about the new transportation option.
The campaign’s strategic timing and compelling messaging resulted in a surge of new users signing up for InDrive’s services. The campaign not only attracted new customers but also convinced existing users to choose InDrive more frequently.
The visually appealing billboard postioned unmissably together with the station signage became a reference point for photos and videos shared on social media platforms. Users shared images and posts about the campaign, further amplifying the campaign’s reach and engaging a wider audience.
