Creative Director: Farkhod Norbaev
Art Director: Vitaliy Khalzunov
Copywriter: Samara Akhmad
Graphic Designer: Viktoria Sharafutdinova
Graphic Designer: Shakhzod Saliev
Strategic Planner: Lobar Alieva
Client Service Director: Nargiz Kamalova
The 8 of March is an international women's holiday, celebrated annually as a day of solidarity with women in their fight for equal rights and emancipation. However, sales reports for March 8 over the past few years in Texnomart stores say that more than 70% of sales are household appliances (vacuum cleaners, irons, washing machines).
Texnomart decided to raise this question, which is not allowed to speak openly about in the countries of Central Asia. And believes that in such holiday, a woman should receive a personalized gift for her, not a piece of household appliances that will remind her of household tasks.
In order to convey this message to the target audience, we developed a campaign that delivers a message: on international women's day, Texnomart refuses to sell home appliances and offering instead to choose a gift for her: a phone, tablet or laptop. The message was delivered using the following channels: TV, outdoor advertising, SMM and PR.
About the campaign wrote popular online resources of the country, well-known telegram channels, and bloggers. Soon, online was raised a lot of parodies, and most what is more important, we gained approval from the female audience. As a result, the advertising campaign covered 1 500 000 people, household appliances were sold at 0 Uzbek sums, and sales of gadgets on March 8 increased by 937% compared to last year.