Idea

Delivery drivers are the backbone of modern logistics, yet their work often goes unnoticed. We wanted to change that by putting them in the spotlight and telling their stories with the respect and recognition they deserve. The goal was to create an emotional connection with the audience, reinforcing the idea that behind every package is a hardworking individual making daily life easier for everyone.

Implementation

The campaign featured a cinematic short film that followed the journey of different delivery drivers, capturing their challenges and triumphs. On social media, we shared behind-the-scenes moments, customer testimonials, and interactive Q&A sessions where drivers could share their experiences. A dedicated landing page provided further insights into the profession while offering special deals on Karabag’s van leasing options. Additionally, a social media contest encouraged people to nominate their favorite delivery drivers, further engaging the community.

Impact

The campaign resonated deeply with audiences, generating heartfelt responses and increased brand affinity for Karabag. Many users shared their appreciation for delivery drivers, leading to organic social media discussions. Karabag also saw a notable increase in inquiries for its commercial van leasing services, demonstrating the effectiveness of emotional storytelling in driving customer action.