Cool Store (Charchamang Xona)

As part of a summer advertising campaign for the regional retail chain Ishonch, our team developed and launched, together with the client, 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 by demonstrating how comfortable retail shopping can be.

Why bazaars?

In Uzbekistan, 90% of retail turnover takes place at bazaars, driven by the country’s historical, cultural, and economic characteristics. For large retail chains like Ishonch, competing with small independent vendors at bazaars remains a major challenge.

Despite the convenience offered by modern retail stores, most residents of Uzbekistan continue to shop at bazaars year-round. However, bazaars often lack comfortable conditions — especially during the summer, when temperatures reach extreme levels.

The heat problem at bazaars

During the summer months, daytime temperatures in Uzbekistan can reach 50°C, making time spent at bazaars extremely uncomfortable and even dangerous. 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 the regions of Navoi, Samarkand, and Karshi, and equipped them with Cool Stores.

A Cool Store is a specially designed space inside a bazaar where people could cool down for free and find shelter from the heat. Visitors also received discount vouchers for purchases at Ishonch stores with home delivery. Special emphasis was placed on discounts for home cooling appliances.

Campaign results

During the summer of 2023, more than 20,000 people cooled down in our Cool Stores. Sales of appliances increased by 19%. Ishonch successfully demonstrated how social responsibility and marketing strategy can work together to drive business growth.

The Cool Store project proves that a creative and empathetic approach to solving both brand and audience problems can lead to significant sales growth and stronger brand positioning.

Awards:

EPICA Awards (Europe)

BRONZE
EXPERIMENTAL & SHOPPER MARKETING

Ad Black Sea (Georgia)

SILVER
CREATIVE EFFECTIVENESS

White Square (Belarus)

SILVER
CREATIVE / CONSUMER DURABLES
BRONZE
CREATIVE / Ambient

Ukrainian Creative stories (Ukraine)

SILVER
CREATIVE COMMUNICATIONS / OUT OF HOME / RETAIL
BRONZE
SOCIAL GOALS CONTESTS / OUT OF HOME

Red Jolbors (Central Asia)

GOLD
BTL CAMPAIGN
GOLD
BRAND EXPERIENCE & ACTIVATION 
SILVER
EXCELLENCE IN MEDIA STRATEGY
SILVER
CREATIVE USE OF AMBIENT
BRONZE
DIRECT & DM CAMPAIGN

E+ Award (Central Asia)

BRONZE
СЕЗОННЫЙ МАРКЕТИНГ, РЕАКЦИЯ НА СОБЫТИЕ ИЛИ ИНФОПОВОД
BRONZE
ТОРГОВЫЙ МАРКЕТИНГ

TAF! (Uzbekistan)

GRAN PRIX
TAF!23
GOLD
OUT OF HOME
GOLD
EVENT MARKETING
GOLD
SOCIAL ESG

Agency:

Synthesis

Creative Director – Farrukh Sharipov
Client service director (CSD) – Alina Mirzaeva
Creative copywriter – Sergey Gorobtsov
Art-director – Timur Aitov
Designer – Tim Ko
Account Manager – Yulia Gerasimova / Darya Gerasimova

Client:

Ishonch

Creative Director – Zamira Rakhmanova
Creative Manager – Selivanna Sin
Marketing Director – Urmatbek Beishenaliev
Brand Manager – Nurbek Abyldaev
Trade Manager – Sardor Kuchkarov
Head of marketing communications – Alisher Boykuziev
Art-Director – Doniyor Soliev
PR-manager – Dilafruz Yusupova
Innovation Manager – Madina Nigmatova
Media Manager – Otabek Kholmurodov

Production:

Nexus

Producer – Timur Amanshikov
Director – Timur Amanshikov
DOP – Timur Amanshikov
Line Producer – Timur Kim
Line Producer – Aselya Idayatova
Cameraman – Akmal Mukhitdinov
Edit – Saddat Pirjanov; Mirahad Egamediev
Color Correction – Akmal Turdibaev
Audio Record Studio – Grigoriy Tolstolugov