Description

Context & Challenge
Nightlife ≠ the only way to feel together. Families and young people in Kazakhstan are seeking healthier daytime formats. After building the I’M brand on moments shared together, we wanted to create a live brand experience that fits morning energy, is alcohol-free, and welcomes all ages—inside a QSR (Quick Service Restaurant).

Insight
People want a positive, energizing start to the day they can share with kids, friends, and parents. Morning raves are emerging globally as an alternative to clubs—daylight, music, coffee, breakfast, community.

Idea
I’M MIX IT — a morning rave inside a QSR restaurant, alcohol-free and open to all ages. Music meets breakfast; service meets dance floor. According to our data, this was the first event of its kind in QSR in the CIS region.

Strategy & Execution
• Experience design (in-restaurant): DJ set, breakfast & coffee flow, friendly service choreography, daytime visual mood.
• Family-friendly by design: no alcohol; clear safety and staff protocols; welcoming vibe for kids, teens, and parents.
• Social amplification: encouraged UGC with vertical video “mosaics,” invited local creators, and built real-time posting loops from guests and partners.
• Simple visuals, big numbers: bold on-screen stats in the case video to make impact tangible.

Results
• +29% visitors vs previous Sunday (same restaurant).
• +20% sales vs previous Sunday (same restaurant).
• 5,000,000+ total reach via creators, partners, and UGC.
• Became one of the most discussed winter activations in our category.

Why It Deserves to Win
This is Brand Experience in its pure form: we turned a QSR into a daytime community stage, delivered measurable lifts in traffic and sales, and created a repeatable, family-friendly cultural format that guests want to experience again.

Credits

I’M team:

Managing Director Asset Mashanov
Marketing Director Evgenia Emelianova
Brand Manager Kozubskaya Yelena
Brand Manager Dmitriy Avteikin
CBI Analyst Liliya Duisebayeva

Creative team:

Vishnya group
Suleimanov Iskander - author of the idea
Sabitov Filip - producer
Shipachev Maksim - video- operator

Creative support team:

TBWA\CAC
Inna Plavskaya - Creative Director
Dana Raushanova - Client Service Director
Nsanbayeva Gulaiim - Account Director