Unrefusable Invite
Клиент
Texnomart
Рабочая группа
Creative Director: Otabek Sharapov
Strategy Director: Sevara Asamova
Account Director: Khulkar Sitdikova
Copywriters: Bekzod Nazirov, Sherzod Temirov
Designers: Mirmukhsin Mirakbarov, Daler Badalov
Strateg: Shamsiddin Abbasov
Motion Designer: Bobur Erkayev
Account Manager: Shakhnoza Mirasimova
Задача
Problem:
Texnomart is one of the biggest appliance stores in Uzbekistan, and expanding even more.
But, in summer season, the store lost its foot traffic by 23% (compared to last year)
Besides, in August, the brand celebrates its birthday in August.
So how to attract more people to the birthday in such a slowdown period?
Context:
In Uzbekistan, weddings are organized in large-scale and called - "TO'Y". Usually thousands of people come to to'ys. Because, for local people, the higher number of visitors means the greater authority. And refusing the to'y invitation shows a great disrespect for that person. Therefore, so everyone tries to attend them, no matter their busy schedules.
Solution:
We turned the "BIRTHDAY SALES" into "TO'Y SALES", so that nobody would ignore to come. For this purpose, we used ordinary "toy" invitations. And personally invited people to the stores. Put them on the billboards. For influencers, we sent out invitations in a local way — in "TUGUNS"
We went all out and organised a real "to'y" experience.
— decorated the shops like in to'ys
— hired a special wedding doorman, "Hassakash"
— designed a special uniform for the staff
— and even collaborated with local music bands with trumpets
And people started visiting the stores!
Even our main competitor attended!
Results:
Foot traffic is increased by 50%
Sales increased by 30%
And we had zero refusals!
And all of them are in a challenging summer period.