Description

The campaign strategy for launching Zoomrad, a new mobile payments app in Uzbekistan, was to become the user's second payments app. Our research showed that people often use 2 payment apps - one of the two market leaders and another app that offers something the leaders don't. We had a few great offers and needed to make them known.

As part of an integrated campaign, we developed a series of TV/OLV commercials that focused on product features that were unique to Zoomrad and had the highest chance of differentiating us from the market leaders. We wanted to reach the wider audience in a manner that would be relatable and simple to understand for anyone in any corner of Uzbekistan.

Our creative grew out of the love that people have for the magic of traditional Uzbek cinema. We developed a sitcom-family, played by some of the most renowned actors in Uzbekistan and gave it a twist. It is tradition for sons to stay in the family home after marriage and mothers often do not get along with their daughters-in-law. We flipped the scales and made them partners-in-crime, as they outsmart their men at every turn in a series of 5 commercials, each promoting a certain unique feature of Zoomrad.

The ads ran from January to March 2022 on one of the most popular TV channels Zo'rTV, on all major social media platforms, in YouTube prerolls and in popular Telegram channels, gaining over 2 mln views in the OLV campaign alone.

Credits

Creative Team
Creative Directors: Iskander Khaitbaev & Doniyor Abbasov
Senior Strategist: Nadejda Ten
Junior Strategist: Abdumalik Ochilov
Client Services: Tatyana Pestereva

Production Team
Director: Doniyor Abbasov
Executive Producer: Iskander Khaitbaev
Production Manager: Dilyara Rakhmatullina
DOP: Diyor Adashev
Production Design: Bekzod Hudoyberdiyev
Costumes: Lolita Turadjanova
Color Grade: Vitaliy Borodkin
Editing: Iskander Khaitbaev & Doniyor Abbasov
Music: Adham Abduraimov