Kazakhstanis love country trips - these are usually long distances. An average of 600 - 700 km. Frequent trips on the highway are due to the large country and the close ties between the largest cities. Every second person has relatives in another city (Astana, Shymkent) and travels out of town more than 2 times a year. The culture of the road is embedded in the nomads' genes. Driving is a part of life and not just moving from point A to point B.
Problem
The task was to evoke a feeling of something native and homely in Kazakhstani motorists. A gas station that is on the same emotional wavelength with the consumer. A gas station that you want to stop by on the way more than at the gas stations of competitors. The name speaks for itself. All that remains is to match it.
Solution
We decided to show a life story. One of the most emotional moments in the life of a rural resident is an independent trip to a big city. We received a response from the audience - they recognized themselves. They wrote touching letters/reviews. One of them: “I liked your video with a reference to home and native land. The video with a boy who is in his village, with his horse, in the mountains and with a coin that he keeps as a reason to return to his native land already as an adult. I had exactly the same house as a child, even the same red horse, you may not believe it. The instrumental music is just right to touch. Well, me personally. And I am not a master of analysis to correctly note professional details. But, it is beautiful, very.” (Instagram post - Aiya 2025)
Result
No measurements taken
