MOSAICVERTISING
We saved the city’s cultural heritage
- Client
- PAYME
- Category
- Social & ESG PR Projects
- Market
- Uzbekistan
- Lokals product
- ESG Project
- Scale
- 1 country — Uzbekistan, 1 city of presence, 15+ mln users
- Year
- 2024
01 / HOW IT LOOKED
Gallery of materials
02 / CHALLENGE
The business problem the client came with
Tashkent is known for its remarkable cultural heritage and unique architecture, including one-of-a-kind, world-famous buildings with mosaics. Unfortunately, major local and global brands had legally covered many of these mosaics with advertising banners.
Business pain:
- Prove in action that Payme truly cares about people and the city.
- Create wide public resonance and draw the authorities’ attention to preserving the capital’s visual heritage.
03 / SOLUTION
The approach we proposed
payme, a local payment app created to help ordinary people solve everyday problems, simply rented advertising spaces across the city for $2200 and removed the ads that were covering the mosaics.
04 / METRICS & RESULTS
Key metrics and KPIs
reactions
organic reach
media mentions
app download growth
earned media
Lokals Team
Creative Director
Шаха Салиев
Project manager
Татьяна Ситникова
Strategist
Фарход Норбаев
Copywriter
Саид Назриллаев
Art Director
Виктория Шарафутдинова
CG Specialist
Андрей Корниенко
Strategist
Алуа Имангази
Art Director
Станислав Бабич
Partners
SHOOM prod
Video production
Хакимият г. Ташкент
Tashkent City Administration
Фонд развития культуры
Culture Development Foundation