Awards Central Asia — 2025 /
CAMPAIGNS /
Campaign Strategy
Agency
Uzum Bank
Client
Uzum Bank
Description
or 35 years, Uzbekistan’s national football team had never qualified for the World Cup. In June 2025, one point in two decisive matches could finally make history.
Uzum Bank saw this as a chance to speak directly and increase brand knowlege and loyalty of its core audience — men 18–40 — and to share the national passion. We searched for words that would feel simple and true, and found them: “Yurak sizlar bilan” — “Heart’s with you.”
The slogan became the center of a campaign designed to live both in media and among fans: • Outdoor, social seeding, stickers, and avatar frames before and during the matches. • A raffle of Abdukodir Khusanov’s signed jersey right after the decisive game. • Ten minutes after qualification, our words appeared on Times Square in New York: “America, get ready. Our guys are coming. Yurak sizlar bilan.” • Later, together with the fan club, the slogan was turned into a chant that filled the entire stadium.
Results • 4.8M organic reach. • International press coverage. • Association with football raised to the level of official sponsors. • Knowledge in target audience men 18-44 increased Top of mind: +7 p.p, Spontaneous knowledge: +12 p.p • Attribute "Brand for me" increased +20 p.p. in target audience who've seen our campaign
And most importantly, fans adopted the slogan as their own.
Sometimes the simplest words — from the heart — can unite a whole nation.
Campaign period: May 28 – June 13, 2025 Communication channels: TV, OOH LED screens, Telegram channels, Instagram performance campaigns and influencers, Times Square LED screen, Milliy Stadium, CRM, in-app communication, Google Ads, online streaming, jersey giveaway
Credits
Sergey Buzilov — CMO, Uzum Fintech
Anastasia Kudryashova — Brand Director Alexander Radionov — Art Director Dmitriy Beloborodov — Graphic Designer Doniyor Soliev — Brand Manager Emil Gilmanov — Graphic Designer Galina Shkolnikova — Influence Communication Lead Maryam Ziaie — Copywriter Maksim Li — 3D Motion Artist Nikita Andreev — Brand Manager
Albina Salakhova — Head of Promo Evelina Kats — Promo Manager
Tatiana Zhurilova — Head of Media Buying Amir Latipov — Media Buying Manager Nikolay Korolev — Digital Marketing Manager
Sardor Shaahmedov — Head of Research Ziyod Ganixonov — Research Manager
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