Hot uzbeks

Challenge:
Summer in Uzbekistan has always been very hot. It's the season for sales of cooling equipment. At this time, a lot of advertisements from retailers and manufacturers of equipment are shown, where residents of cities suffer from the heat.

Solution:
How to stand out among a large number of ads? We are Ishonch, we showed not citizens, but residents of the regions, our audience. After all, Ishonch is a retail network in the regions of the country. What is their difference? Citizens spend most of the summer moving between cooled rooms: office, cafes and shopping centers. While residents of the regions meet the summer heat on the street: they are engaged in agriculture, go to bazaars and build houses. We have shown the truth — people who are not afraid of the summer heat – hot Uzbeks. People who need cooling equipment only in the evening to relax at home after their daily worries.

Results:
The total coverage was nine million people. Sales of cooling equipment increased by 13%.

Come to us in the summer to meet hot Uzbeks.