We didn't just launch a campaign
We shifted the national freouency
Not Just A Campaign—a Shaabi Anthem That Turned Drivers Into Legends And A Brand Into A Movement
Client: Naqla
Industry: Delivery & Logistics
Overview
Naqla, a trucking tech platform, needed to reconnect with Egypt’s driver community and scale driver acquisition fast.
The goal? Launch a bold, culturally resonant campaign that spoke directly to independent drivers and reintroduce Naqla as their platform of choice.
Naqla had
low recognition
zero prior communications, and only two months to reposition itself as Egypt’s #1 locally recognized trucking platform for drivers. The main objective was to scale driver app installs (supply side), while avoiding any brand misconceptions through humor-led storytelling.
SOLUTION
Shaabi Jingle as Brand Vehicle
Results
THE NUMBERS DIDN’T JUST MOVE
THEY SHIFTED THE INDUSTRY
Driver Acquisition
8,540
installs in 2 months
+243%
vs lifetime installs
(baseline: 2,487)
1,100
daily installs
(vs 200 pre-campaign)
50%
of new users returned within the campaign window
Brand Affinity & Engagement
70%+
positive sentiment
305
UGC videos using
the track (TikTok + IG)
11%
average engagement rate across campaign videos
3,674
organic shares
Unexpected Bonus
After momentum built on the driver side,
we unlocked a B2C layer
8,667
installs on the customer app (+169%)
1,200
orders
Strategic Takeaways
Trust Built
Through Action
- Cultural relevance outperforms media weight.
- Owned identity must mirror earned buzz.
- Driver trust isn’t claimed—it’s earned.
- Shaabi isn’t just music; it’s a movement.
