Creative: Daniyar Abdullaev, Sevara Sabirova
Clients service director: Sevara Sabirova
Art-direction: Nazar Sobirov
Design: Nazar Sobirov, Gregory Konovalov, Rustam Kalibaev
Video & Animation: Dior Matchanov, Armen Sokolov
Problem: Every year, during holy month of Ramadan, EVOS launches a special IFTAR SET for people who fast. Iftar is the evening meal eaten by Muslims after the sun has gone down. Extremely high demand during Iftar creates a challenge for EVOS. Rising average time of delivery becomes the most sensitive issue to consumers during the Holy month and creates negative image for the brand. Last years attempts to deal with the challenge by increasing number of personnel didn’t result with success, so this year EVOS has decided to address its audience with the teachings of Ramadan.
Idea: We have developed an integrated campaign including series of videos, audios and outdoor billboards encouraging the society to maintain kindness, tolerance and generosity towards each other. All promotion activities containing ads of Iftar set were hidden during the day and launched right before Iftar time.
Result: The campaign lasted for one month and resulted in dramatic reduction of complaints and negative feedback. Sales of Iftar sets increased by 33% compared to last year, reaching its all time high.