Soyloor Goyno

Agency: Viral Partners


Within the framework of the 17 Sustainable Development Goals of the United Nations, the "Soyloor Goyno" impact project aimed at encouraging Mongolians to cherish their values and heritage, to promote a positive moral attitude, friendly and responsible consumption of people, society, and the environment.

70% of Mongolia's population live, study and work in urban areas. As a result, the influx of people coming to Ulaanbaatar every year has resulted in over-concentration of the population, and significant cultural differences have begun to emerge. Mongolian people tend to dislike being taught and instructed by others, so there is a need to come up with more positive and creative solutions for adopting positive cultures.

Creative idea:
Because it was not appropriate to directly teach and instruct people in order to acclimatize them to cultural differences, a step was taken to bring out the cultures that need to be acclimatized to the citizens as a priority. We began to collect opinions about the most important and missing culture from the Culture Wall website and 8 locations in Ulaanbaatar city. The campaign started with a simple and direct call to action through a creative poster, which decided to integrate the comments and data written by all the citizens gathered here and decided to adopt the most needed and lacking repeated cultures.

Over the course of the campaign, over 5,000 cultures were shared with people, and enough information was uploaded to their channels that free airing on social media and multiple media outlets was a step towards reaching more people. As a result of the campaign, information reached 3,400,000 people and won the "Best Advertisement" category at the "Мөнгөн Мод -2021" festival.
2,8M+ Social media reach

We created a music video for the campaign with one of the famous rapper @sekstsagaanbogd.

For more information, visit the "APU" Facebook page

This professional campaign titled 'Soyloor Goyno' was published in Mongolia in July, 2022. It was created for the brand: APU LLC, by ad agency: Viral Partners. This Audio, Content, and Direct media campaign is related to the Education and Media industries and contains 2 media assets. It was submitted over 1 year ago by Advertising agency: Viral Partners.


Client: APU LLC
Agency: Viral Agency
Creative Director: Dovbonbalbar T.
Senior Manager: Aanda Naidansuren
Advisor: Gantulga S.
Account Manager: Anudari T.
Teammates: Temuujin O, Gan-Erdene Yo, Undarmaa E, E. Munkhzaya E, Yesui B.
Illustration artist: Sarah Amber
Designer: Batbileg B.
Copywriters: Khantushig B.
Videographers: Amarsanaa R.
Production Assistant: Burenbayar O.

Collaborated with:
Artist: Sekstsagaanbogd
Fatcat Jazz club


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