Description

Task:

"Havas" is a dynamically developing grocery discounter chain in Uzbekistan.
The peculiarity of the advertising campaign was that its launch was planned on New Year’s Eve. It was necessary to convey to consumers that it is much more profitable to make purchases for the holiday table at a discounter. At the same time, for certain reasons, the client categorically forbade the use of the New Year theme.

We faced with the following tasks:
1. To declare the advantages of a grocery discounter.
2. Identify the benefits of shopping in a discounter for the target audience.
3. To distinguish the brand from competitors.
4. To attract attention to the brand in a non-standard way and increase the traffic of visitors to the chain stores during the holidays.

Idea:

The creative team and the management of the chain did not have the opportunity to go the usual way for brands and shoot a video on the theme of New Year's holidays (family / children / animals).
We decided to use the release of "The Matrix Resurrections" as an informational occasion for filming a commercial. The choice of the film premiere was not accidental. The release of the 4th part of the film was a bright expected event in December and coincided with the New Year holidays.

The plot of the video was developed in the context of a local audience:
– firstly, the trilogy is well known and loved not only by Havas consumers (men / women aged 30-50), but also among the youth;
– secondly, the residents of Uzbekistan are more willing to perceive new information in the format of humorous sketches.

In creating the script, we paid special attention to details. For example, we recreated the same kitchen where Pythia baked cookies for Neo.
We matched the characters of Morpheus and Neo as father and son. The moment when Morpheus offers Neo a choice is similar to his father's parting words with a typical conversation in an Uzbek family and corresponds to the cultural background and national values.

Music, interior and special effects are thoroughly studied and recreated on the basis of the original film: For greater similarity of the visual component, the obtained technical information about the parameters of the film negative stock, film negative width, film print stock, distributed aspect ratio, development of the original The Matrix was taken into account. This immerses the audience in the atmosphere of the legendary film. And the script about the features of a grocery discounter looks organic and is easily perceived.

Before the release of the videos, the creative team previously launched special publications in telegram channels. For example, the culinary blog “Zira” published content with a recipe for Pythia’s cookies from The Matrix. A humorous version of the film’s teaser was created for entertainment telegram channels.

Results:

The video received a huge response from the residents of Tashkent and the Tashkent region.
Unique user coverage for 10 days was 847,250 Facebook users and 1,096,646 Instagram users.
Follower Growth: +127 on Facebook and +1,803 on Instagram.
Total reposts: 2,632.

Results in Havas grocery discount stores:
– The number of visitors increased by 35%.

We launched a non-standard New Year's advertising campaign and didn't lose. The advertisement was remembered by consumers, and our team and Havas management team were satisfied with the result.

Credits

Producer: Lutfullayev Aziz
Director: Borisov Maxim
DOP: Yuldashev Bahodir
FAD: Voshchenikin Danil
Production Designer: Alexandr Suyunov
Production: Borisov&Irisov creative production