Yandex Pro kazakhstan
The campaign was created in collaboration with Magic Camp
How to Stay True to Yourself in Your Work
This is a question many people ponder when considering a new profession.
Our latest campaign set out to show that Yandex Pro taxi drivers are no strangers to this concern. With a flexible schedule and adaptable working conditions, the platform empowers drivers to work on their own terms, staying true to what matters to them.
To connect with our audience, we immersed ourselves in the content created by Kazakh taxi drivers — and it paid off. One word kept surfacing in their conversations: theme. In their context, theme means “my thing,” something personal, enjoyable. Theme is what's fun.
With this local insight, we built a recruitment campaign where taxi drivers became the heroes, sharing what makes driving their theme.
We highlighted key benefits that resonate most with drivers: flexible schedules, legal registration through sole proprietorships, and the freedom to choose their preferred fares.
The results? While we can only share specifics in a private conversation, the “Yandex Pro — My Theme” campaign turned out to be remarkably successful in Kazakhstan. Registrations from new drivers exceeded expectations, prompting an extension of the campaign into the following year.