Description

BACKGROUND
90% of the total trade turnover in Uzbekistan falls on the bazaars. However, we at ISHONCH, a regional retailer of household appliances in Uzbekistan, want as many people as possible to shop at our stores.

PROBLEM
Summer daytime temperature in Uzbekistan rises to +50 degrees Celsius. And this is especially felt in the bazaars. In 2022 , in just 3 days of extreme heat, 4027 people were hospitalized throughout the country due to heat strokes. (According to the Ministry of Health).

IDEA
Using satellite heat map data, we found the hottest bazaars in Uzbekistan and equipped them with cooling sale spots. COOL STORE is not only a place where you can hide from the heat in the bazaar and cool off for absolutely free, but also a place where you can buy any product from the ISHONCH catalog with home delivery. Especially the products to cool down your home.

RESULTS
Just in a month, 5123 people cooled off in our COOL STORES.
While sales of appliances heated up to 20%.

Credits

Denis Eliseev – strategist

Synthesis advertising agency:
Farrukh Sharipov – creative director;
Alina Mirzaeva – client server director (CSD);
Tamila Mirzaeva – art director;
Sergey Gorobtsov – copywriter;
Shirin Yusopova – copywriter;
Timur Aitov – designer;
Yulia Gerasimova – account manager;
Darya Gerasimova – account manager;
Artur Salamov – designer.

Ishonch:
Zamira Rakhmanova – creative director;
Selivanna Sin – creative manager;
Doniyor Soliev - art director;
Dilafruz Yusupova - PR manager;
Madina Nigmatova - innovation manager;
Urmatbek Beishenaliev - marketing director;
Nurbek Abyldaev - brand manager;
Sardor Kuchkarov - trade manager;
Alisher Boykuziev - head of marketing communications department;
Otabek Kholmurodov - media manager.

Nexus
Timur Amanshikov – producer, director, director of photography
Timur Kim, Aselya Idayatova – line producer
Akmal Mukhitdinov – cameraman
Saddat Pirjanov, Mirahad Egamediev – edit
Akmal Turdibaev – color correction
Grigoriy Tolstolugov – recording studio