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.

Credits

Client-Ishonch:
Urmatbek Beishenaliev - Marketing Director
Zamira Rakhmanova - Creative Director
Nurbek Abyldaev - Brand manager
Donierbek Soliev - Art Director
Alisher Boykuziev - Marketing Communications Manager
Sardor Kuchkarov - Trade Manager

Agent-Synthesis:
Farrukh Sharipov – creative director
Sergey Gorobtsov – copywriter
Liya Gerasimova – account manager
Tamila Mirzayeva – art director
Timur Mikheev – pre-press specialist

Production-Abstract Visuals:
Ivan Proskuryakov – producer
Bekzod Abduvaliev – producer
Andrey Skripnik – operator
Kamil Shakirov – focus puller
Mina Khlekhyan – 1AD
Valeria Popova – project manager
Muzaffar Yusupov / Fayez Buzrukhodjaev – location
Helga Geller – production designer
Angelina Abduvalieva / Bakhtiyor Raimzhonov – casting
Zara Radjabova / Karolina Gorodnya – makeup artist
Laylo Zakirova – costume designer
Kamila Mevlyudova – administrator
Dennis Sharipov – service manager
Khodjiakbar Lutfullakhodjaev – editing
Daniyar Mussin – colorist
Aidos Kenzheev – back-up