Description

Situation:
In Uzbekistan, citizens don't trust banks and financial institutions. Due to the high level of distrust and ignorance of the benefits of the service, the entire category of "equipment in installments" suffers. Moreover, the entire segment looks non-friendly and repulsive. Texnomart was one of them.
Problem:
As a result, such services were unpopular among customers, and by 2016 only 0.5% of the 3 million population of Tashkent city has ever used equipment in installments. And all players compete for this 0.5 % of clients.
Task:
Change the customers' attitude by speaking about the benefits of using installments.
Become the leader in the category of installment within the next 2 years, and also extend category as a whole.
Idea:
To change everything: letters, colors, communication! We created the asterisk indicator as a footnote, and it became the main element of communication. And within the new brand positioning, it speaks about benefits not only of Texnomart stores but the whole category for the mass market.
Results:
Texnomart's communication has created a new wave in local advertising, by becoming viral and most discussing in the country.
Surprisingly, after Texnomart started using local insights and copywriting in advertisement it became dramatically popular among other local brands.
The number of sales increased by 294%
The number of new buyers increased by 512%
Texnomart was the breakthrough of the year on Ad Week 2019 and client of the year at Tashkent Advertising Festival of the same year.

Credits

Creative Director: Farkhod Norbaev
Art Director: Vitaliy Khalzunov, Ratmir Ahmedzhanov
Copywriter: Samara Akhmad
Graphic Designer: Viktoria Sharafutdinova
Graphic Designer: Shakhzod Saliev
Strategic Planner: Lobar Alieva
Client Service Director: Nargiz Kamalova