Basqa urpaq – basqa Dastur
Клиент
Tartaria Films
Рабочая группа
Agency: Brave Talents
General producer: Almas Zhali
Creative producer: Kuanysh Beisek
Digital producer: Diana Amunazar
Line producer: Manas Atamyrzayev
Project managers: Sanzhar Assylbek, Bayansulu Shaikenova
Marketing team: Zharas Nurdybay, Saltanat Khamzina, Turan Takhir, Nursultan Pansat, Ernaz Sanat, Nurali Ainabekov, Dinislam Yergenov, Adil Asanov, Amina Zholan, Kausar Kart, Akzhol Nasir
Operators: Nurali Ainabekov, Salamat Abibulda
Photographer: Saltanat Khamzina
Задача
Challenge:
In 2023 alone, Kazakhstan registered 1,000 criminal cases of sexual violence. Since 2019, 214 cases of women abductions have been filed. 94.3% of these cases were dismissed due to “lack of evidence.” Kuanysh Beysek talks about it in his film “Dastur.” We did everything to amplify his voice and ensure the Kazakhstani cinemas were packed on a premiere day.
Solution:
We leveraged social media platforms such as Instagram, YouTube, and TikTok to effectively promote the film.
Inspired by the red stripes on the famous footballers’ cheeks during the international campaign against gender-based violence, we incorporated it into our promotional campaign. Every participant featured in our promos wore this mark on their cheek, symbolizing anti-violence. We also created 5 videos mocking outdated beliefs, branding them as the Dastur School to highlight the absurdity of such practices.
On Instagram alone, we produced 20 collaborative posts, partnering with famous bloggers like Zheka Fatbelly, Nagimusha, Khan Ata, and others. We also launched a YouTube podcast where notable guests shared personal creepy stories. In total, more than 80 bloggers supported the campaign for free.
In collaboration with the fashion brand BASQA, we launched limited edition merchandise with the slogan “Basqa urpaq – basqa dastur,” new generation – new traditions. We promoted this message through video collaborations featuring well-known women.
Three music videos for movie OSTs were produced to amplify the film's impact and were incredibly successful. The video for “Big City Life” by V $ X V PRiNCE x De Lacure garnered 2.7 million views, while “Preparat” by KALIFARNIYA attracted 1.7 million views. The video for “DALA ERLERI” by Al Nasr feat. RaiM received 2.3 million views and won the "Best Song" at the “Critics Choice 2024” awards.
Results:
> 49 million social media reach organically.
> 60 million as the total reach.
1 billion 760 million tenge in box office revenue – an absolute record in Kazakhstan.
Campaign implementation period: September-December 2023.
