Yaxshilikka buyursin!
Taught the country to shop in retail
- Client
- TEXNOMART
- Category
- Ad Campaigns
- Market
- Uzbekistan
- Lokals product
- Business Strategy, Positioning, Marketing Plan Development
- Scale
- 12 cities, 43+ stores, 3 years
- Year
- 2019-2022
01 / HOW IT LOOKED
Gallery of materials
02 / CHALLENGE
The business problem the client came with
By 2020, electronics sales in Uzbekistan were concentrated in bazaars. Grey-market goods, with no duties or taxes, allowed sellers to offer products much cheaper than retail. Retail could compete with bazaars only through installment payments.
Business pain:
- Customers did not trust retail because prices were higher than in bazaars.
- The audience lacked a culture of warranty service
- Competitors kept undercutting prices at bazaars
- Low brand recognition in the regions
03 / SOLUTION
The approach we proposed
texnomart* aksiyalar va muddatli to‘lovlarga fokus qilishni to‘xtatdi. Mahsulot yechimlaridan tashqari, brend zamonaviy xaridlar madaniyatini rivojlantira boshladi va auditoriyaga riteylning afzalliklarini o‘rgatadigan mentor rolini oldi.
04 / BEFORE / AFTER
"Before / After"
BEFORE LOKALS
- —Tech sales were going to bazaars
- —There was no trust in retail prices
- —Brand was barely known in the regions
- —There was no unified communication strategy
- —There was no expansion beyond Uzbekistan
AFTER THE WORK
- Retail surpassed bazaar trade in sales volume
- A culture of warranty service emerged
- Texnomart became synonymous with modern shopping in Uzbekistan
- A comprehensive campaign covering 14 cities and 500+ locations launched
- The brand entered the markets of Kazakhstan and Kyrgyzstan
05 / METRICS & RESULTS
Key metrics and KPIs
retail sales growth
online order growth
stores nationwide
total sales growth
Lokals helped us not just make advertising, but change people’s attitude toward the retail category.
06 / WHY IT WORKED
Why it worked
- 1.
A unified visual message across 14 cities created a sense of scale and made the brand recognizable everywhere
- 2.
The campaign operated at the values level — 'you deserve better', not just 'buy a phone'
- 3.
Local insight: Uzbek shoppers trust recommendations from close ones — we embedded ourselves into this pattern
- 4.
A media mix of OOH, digital and retail activations ensured touchpoints at every stage of the purchase journey
- 5.
500+ retail locations became campaign carriers — every store amplified the message without extra budget
Lokals Team
Creative Director
Шаха Салиев
Project manager
Татьяна Ситникова
Strategist
Фарход Норбаев
Copywriter
Саид Назриллаев
Art Director
Виктория Шарафутдинова
CG Specialist
Андрей Корниенко
Partners
DBLA
Video production
Abstract visuals
AR development
LUNAR prod
Photo production
SHOOM Production
Media buying