Borisov&Irisov
Production Crew: Borisov&Irisov
Director: Maxim Borisov
Screenwriter: Maxim Borisov
Producer: Aziz Lutfullaev
DOP: Bakhodir Yuldashev
1st AD: Danil Voshenikin
Set Design: Shamsutdinov Bahriddin
MUA & Hair: Elena Kuznetsova
Costumier: Shahnoza Muratova
Casting Manager: Kamoliddin Xamrayev
Camera & Light Rent: SHB Rent Studio
Actors: Bakhodir Jalolov
Post Production Crew: Borisov&Irisov
Editor: Maxim Borisov
Color Correction: Mihail Denisov
Visual and sound effects: Danil Voshenikin
About the Brand:
Artel is the leading manufacturer of home appliances and electronics in Central Asia. The company began its operations in 2011 with the production of gas stoves. Today, Artel offers a wide range of household products and holds a dominant position in the television market, with over 50% market share across the Republic.
Task:
Research showed that in 40% of cases, a customer's choice is influenced by the sales consultant. To boost the sales of Artel televisions, it was proposed to motivate these consultants across the 2,300 stores in the market by organizing a raffle for a unique hybrid convertible. Our mission was to create even more excitement and make the car the ultimate desirable prize.
Solution:
In the commercial, we presented the car as a supercar, reminiscent of James Bond’s vehicle, with the rugged brand ambassador, Bakhodir Jalolov – an Olympic gold medalist and world boxing champion – behind the wheel. The ad was shot in the action genre, featuring thrilling chases, as the Uzbek audience loves captivating action movies and has a deep passion for cars.
Result:
The advertising campaign successfully achieved our goals:
- All 2,300 stores were engaged
- Sales increased by 12%
- Brand loyalty improved
- Additionally, the campaign created a sensation among the Republic’s residents, who perceived it as a mini-movie
This commercial was broadcast on television throughout Uzbekistan and on the brand’s social media channels. The ad garnered over 4.2 million views, more than 50,000 reactions, and over 3,500 shares on social media.
Television sales increased by 12%, simultaneously boosting the sales of related brand products.