Description
Challenge:
Summer in Uzbekistan has always been very hot. It's the season for sales of cooling equipment. At this time, a lot of advertisements from retailers and manufacturers of equipment are shown, where residents of cities suffer from the heat.
Solution:
How to stand out among a large number of ads? We are Ishonch, we showed not citizens, but residents of the regions, our audience. After all, Ishonch is a retail network in the regions of the country. What is their difference? Citizens spend most of the summer moving between cooled rooms: office, cafes and shopping centers. While residents of the regions meet the summer heat on the street: they are engaged in agriculture, go to bazaars and build houses. We have shown the truth — people who are not afraid of the summer heat – hot Uzbeks. People who need cooling equipment only in the evening to relax at home after their daily worries.
Results:
The total coverage was nine million people. Sales of cooling equipment increased by 13%.
Come to us in the summer to meet hot Uzbeks.
This professional campaign titled 'Hot uzbeks' was published in Uzbekistan in May, 2022. It was created for the brand: ISHONCH, by ad agency: Synthesis. This Film and Integrated media campaign is related to the Retail Services industry and contains 1 media asset. It was submitted 12 months ago by Synthesis: Sharipov Farrukh of Synthesis creative lab.
Credits
Advertising Creative Agency: Synthesis Tashkent
Creative Director: Farrukh Sharipov
CSD: Alina Mirzaeva
Account Manager: Yulia Gerasimova
Art Director: Tamila Mirzaeva
Creative Copywriter: Sergey Gorobtsov
Designer: Timur Mikheev
Client: ISHONCH Appliance store
Head of Marketing and Communications: Alisher Boykuziev
Marketing Director: Urmatbek Beishenaliev
Brand Manager: Nurbek Abyldaev
Creative Director: Zamira Rakhmanova
Art Director: Doniyor Soliev
Trade Manager: Sardor Kuchkarov
Production Company: Abstract
Director: Ivan Proskuryakov
Producer: Bekzod Abduvaliev
DOP: Andrey Skripnik
1st AD: Mina Khlekhyan
Project Manager: Valeria Popova