Description

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. The message was delivered using the following channels: TV, outdoor advertising, SMM and PR.

Results:
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.

Credits

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