Indrive
Market research and CustDev insights for GTM — plus creative, video, chat bot
Client Challenge
inDrive entered the Brazilian market but faced a critical issue: reports of sexual harassment by drivers towards female passengers. This resulted in low ratings, negative word-of-mouth, and declining usage among women — a major threat to the brand’s reputation and sustainable growth.
Our Approach
We conducted in-depth market research and interviews with both drivers and passengers, identifying key insights around women’s safety concerns and the behaviours that needed to change.
Based on these findings, we developed the campaign “Follow the Hummingbird” — using the hummingbird as a culturally resonant Latin American symbol of both fragility and protection.
Based on these findings, we developed the campaign “Follow the Hummingbird” — using the hummingbird as a culturally resonant Latin American symbol of both fragility and protection.
We created 10 animated educational lessons inside the app, each built on real women’s feedback and grounded in behavioural insight.
To deliver the content seamlessly, we launched a training chatbot that guided drivers through all lessons. Those who completed the full program received the “Hummingbird” status in-app and a branded car sticker, signalling their commitment to safety.
To deliver the content seamlessly, we launched a training chatbot that guided drivers through all lessons. Those who completed the full program received the “Hummingbird” status in-app and a branded car sticker, signalling their commitment to safety.
Results
- 78% of drivers completed all 10 lessons.
- App ratings improved by 30% in Google Play and the App Store.
- The initiative strengthened trust and loyalty among female passengers, improving retention and significantly enhancing inDrive’s positioning in the Brazilian market.