Sedative Ads
Клиент
NRG Uzbekistan
Рабочая группа
Alexander Popkov — Strategy Director, Independent
Denis Eliseev — Creative Director / Creative Director of the case, Independent
Elina Suleimenova — Commercial Director, NRG
Timur Khasanov — Head of marketing department, NRG
Denis Roman — CEO, We Digital Agency
Valeria Lee — Executive Director, We Digital Agency
Aleksandra Selivanova — Creative Lead / Copywriter, We Digital Agency
Malika Kambarova — Copywriter, We Digital Agency
Anastasia Pak — Project manager, We Digital Agency
Marina Drijakova — Project manager, We Digital Agency
Elbek Nurmukhamedov — Art Director / case editing, We Digital Agency
Malika Baratova — Strategist, We Digital Agency
Diana Bayjigitova — Designer, We Digital Agency
Madina Salimova — Case editing, We Digital Agency
Ivan Gorshkov — Case editing, We Digital Agency
Nargiz Khamidova — Account manager, We Digital Agency
Aziza Muminova — Case team / strategist, Independent
Oybek Karimov — Designer, We Digital Agency
Sherzod Akhmedov — Influence marketing & media director, We Digital Agency
Diyor Tokhtamov — Influence marketing & media manager, We Digital Agency
Temur Sadi — Design Director, MA'NO branding agency
Adelina Uzyakova — Client Service Director, MA'NO branding agency
Alyona Matyushina — Project manager, MA'NO branding agency
Valentina Korobkina — Strategist, MA'NO branding agency
Artyom Golubev — Art Director, MA'NO branding agency
Zokir Khalmatov — Art Director, MA'NO branding agency
Murat Risbikov — Designer, MA'NO branding agency
Ilya Kim — Designer, MA'NO branding agency
Elizaveta Babikova — Designer, MA'NO branding agency
Murat Risbikov — Motion designer, MA'NO branding agency
Temur Amanshikov — General Producer, Nexus Video Production
Mirakhad Egamediev — Director, Nexus Video Production
Valeriya Popova — 1st Assistant Director, Nexus Video Production
Timur Kim — Line Producer, Nexus Video Production
Akmal Mukhitdinov — 2nd Assistant Director, Nexus Video Production
Izzat Lutfullaev — Director of photography day 1, Nexus Video Production
Bakhodyr Yuldashev — Director of photography day 2, Nexus Video Production
Muzaffar Yusupov — Location department, Nexus Video Production
Mukhammadyusuf Shakvatov — Location department, Nexus Video Production
Miya Mubinova — Production designer, Nexus Video Production
Saddat Pirzhanov — Motion Designer, Nexus Video Production
Akbar Yusupov — Sound designer, Nexus Video Production
Donier Abdullakhanov — Recording studio, Nexus Video Production
Color correction studio — CVET
Credits of used materials:
YouTube channel of ALIBEKOVKZ run by Beibit Alibekov
Задача
Context
Tashkent is experiencing a construction boom.
Hundreds of developers scream for buyers' attention using similar messages.
Solution
"Yangi Baxt" by NRG is a new lakeside city. Being located far from the downtown, in its positioning it also invites people to escape from city’s hustle and bustle and focus on living in the moment.
Traditional advertising usually strives to break through the noise by being even louder than the competition. Instead of that, we decided to be the quietest and let people feel what it is like to live in “Yangi Baxt”. To do that, we launched the most immersive residential real estate ad campaign in Uzbekistan.
Millions of Tashkent residents experienced the atmosphere of the lakeside city of "Yangi Baxt" through meditative content in cinemas, on social media, on digital out-of-home screens and radio, allowing people to breathe out and relax.
We also recorded sounds of the most recognizable places where Tashkent residents rest and recharge. We uploaded the soundscapes to music streaming services. This way, everyone could listen to tracks like "The wind of Mount Chimgan", "Charvak lakeside", "A walk through Sukok natural reserve" and more. The QR codes with links to the playlist were placed in business centers and other busy places.
Results
70% of apartments were sold
3 700 000+ media reach
