Yandex Pro UZBEKISTAN
The campaign was created in collaboration with Magic Camp
Families of taxi drivers in Uzbekistan are proud of their men – and with good reason.
Before diving into strategy and creative ideas, we wanted to truly understand the local audience. So we carried out socio-cultural research, conducted interviews with local strategists and residents, and explored a vast amount of social media content.
For men in Uzbekistan, driving a taxi isn’t just a way to earn a decent living and support their families — it’s also a way to stay close to home, spend time raising their children, and care for their parents. That’s especially meaningful in a country where many people often have to leave for work far from home, sometimes for long stretches of time, leaving their loved ones behind.
That’s why this campaign focused on the idea of earning a good income without having to leave one’s hometown. We brought this message to life by telling the story of an everyday Uzbek family, set against a backdrop of familiar cultural landscapes.
Alongside traditional national placements on TV, digital, radio, and OOH, we also involved
the drivers and their families themselves in creating unique formats. They were able
to publicly share their gratitude and pride for the men in their lives.