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.

Bolt x Visa

Too lazy to read?

Hit play on the video case

Problem

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 almost no attention to the world around them.

Insight

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 gave us a strong local tension to build on.

Idea

Bolt took this insight as a foundation and, together 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 with a Visa card, the service donates 10 hryvnias to the "Come Back Alive" charity fund on behalf of the district a person is traveling to.

The railway station is the best place for such a principled and important competition that will surely attract attention.

Implementation

To draw attention to the "Donation Call", we installed a donation counter at the main entrance of Kyiv railway station, where district rankings could be tracked in real time.

We also created a video explaining the mechanics of the campaign, voiced by the legendary station announcer — a voice familiar to every Ukrainian who has ever traveled by train.

The main strength of the campaign was that it required no extra action from people — just ordering a ride home already guaranteed involvement in both the competition and the good cause.