The Cool Store
Overview
A music-driven campaign launching a new product line, featuring original tracks produced in collaboration with local Uzbek artists.
Result
Over 5 million views in the first week. Gold at Clio Awards.
As part of a summer advertising campaign for the regional retail chain Ishonch, our team developed and launched a project unique for Uzbekistan — a new media format called “Cool Stores” installed at local bazaars. This initiative not only increased sales by 19%, but also helped protect people from the summer heat.
Why bazaars?
In Uzbekistan, 90% of retail turnover takes place at bazaars. For large retail chains like Ishonch, competing with small independent vendors remains a major challenge — especially during summer when temperatures reach extreme levels.
The heat problem
Daytime temperatures in Uzbekistan can reach 50°C. According to the Ministry of Health, in 2022, 4,000 people were hospitalized over just three days of extreme heat due to heatstroke.
The solution
Using satellite heat-map data, we identified the three hottest bazaars in Navoi, Samarkand, and Karshi, and equipped them with Cool Stores — specially designed spaces where people could cool down for free, receiving discount vouchers for Ishonch purchases.
Results
More than 20,000 people cooled down in our Cool Stores. Sales of appliances increased by 19%.