DONATION CALL
Bolt is one of the largest transportation service providers in Ukraine. In 2024, the company set a goal to boost the choice of Bolt for trips from the railway station – a place with enormous traffic
Too lazy to read?
The railway station is not a place for good deeds.
When people get off the train, they only think about getting home as quickly as possible, paying no attention to the world around them. They need to get off the train, quickly pass through the station, quickly call a taxi, and quickly leavego. Only on the way home do they start thinking about other things.
When people get off the train, they only think about getting home as quickly as possible, paying no attention to the world around them. They need to get off the train, quickly pass through the station, quickly call a taxi, and quickly leavego. Only on the way home do they start thinking about other things.
Problem
The railway station can become a place for good deeds if you remind Ukrainians of their superpower: the ability to stand up for their own, their native place.
The eternal debate about which city district is the best is an important local characteristic, with many memes on the topic. In Kyiv, people always joke about which side of the city is cooler: the left or the right bank.
The eternal debate about which city district is the best is an important local characteristic, with many memes on the topic. In Kyiv, people always joke about which side of the city is cooler: the left or the right bank.
Insight
Bolt took this insight as a foundation and, in collaboration with Visa, launched a donation challenge in the four largest cities of Ukraine: Kyiv, Dnipro, Lviv, and Odesa. By ordering a Bolt car from the railway station to their home district and paying for the ride with a Visa card, our service donates 10 hryvnias to the "Come Back Alive" charity fund on behalf of the district to which the person is traveling. Thus, a Bolt user does two good deeds simultaneously: supports the army and helps their native district gain the lead.
“The railway station is the best place for such a principled and important competition that will surely attract attention. The railway station is a real intersection point for all districts of any city, unlike a symbolic square like Maidan.”
“The railway station is the best place for such a principled and important competition that will surely attract attention. The railway station is a real intersection point for all districts of any city, unlike a symbolic square like Maidan.”
Idea
To draw attention to the "Donation Call" in addition to a series of outdoor advertisements at railway stations, we installed a donation counter at the main entrance of Kyiv's railway station in Kyiv's, where real-time rankings of any district can be tracked. We also created a video explaining the mechanics of the "Donation Call" voiced by the legendary station announcer - a voice familiar to every Ukrainian who has ever traveled by train.
The main strength of Bolt's "Donation Call" was that it required no additional actions from people - just ordering a car to go home, which already guarantees involvement in the competition and a good cause.
The main strength of Bolt's "Donation Call" was that it required no additional actions from people - just ordering a car to go home, which already guarantees involvement in the competition and a good cause.
Implementation
Ready to read?
WATCH ALSO
How to change attitudes towards cash loans and inspire people not to postpone life for later
Development of a creative platform and the first advertising campaign of the Lowenbrau brand in Ukraine
Development of positioning and branding for one of the famous Czech beer brands
