Situation. 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).
Idea. 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.
Integrated advertisement created by TBWA, Uzbekistan for Technomart, within the category: Public Interest, NGO.