A Story of a brand with two different personas.


Trucking Services App.


Naqla serves both shipment owners and truck drivers, as it connects them, helping each find the best offer. The thing is, in the Egyptian market, the drivers and the shipment owners are both of different social classes and different education levels. So, we couldn’t talk to both in the same campaign. 


We approached the drivers using their special lingo, the campaign name was “Pasha of the road – بشوات الطريق” as they use the word “Pasha” so much, we used this to make an appealing and well-understood campaign and explainer videos. To target shipment owners, we adopted formal and direct to the point use of language, as they showed in researches having less time for topics that are irrelevant to their business.


  1. The drivers’ campaign was well received and understood.
  2. People had a better understanding of the app, its features, and how to use it.



On behalf of NAQLA, we would like to thank you and your team for the great Campaign that Ka2enat has produced for us. The campaign was very good and
you delivered it on time within the agreed budget.
Thank you for a job well done

Tamer Farouk – Marketing Manager at NAQLA

English Video:

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Date: August 20, 2020



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