Task

Alma TV, a Kazakh TV provider, and Discovery wanted to increase the sales of TV packages by promoting exclusive Discovery HD channels.

The only problem was that the Kazakhs didn’t really give a damn about what was popular in the world.

Solution

The Kazakhs may not listen to what the world has to offer, but they will always listen to akyns — their favorite traditional improvising singers. So we hacked this traditional phenomenon and made the
Kazakhs not only listen to but actually love what Alma TV had to offer.

Akyns performed humorous improvising songs about the content of Discovery, Animal Planet and TLC, making the channels Interesting and appealing to the whole of Kazakhstan.

Akyns sang about television on:
digital banners;
landings;
online video;
posts on Instagram and Facebook.

They touched the heartstrings of many people in Kazakhstan.

Result

• he number of subscriptions to TV packages increased by 75%.
• Video and Instagram video views: 320% higher than expected.
• Video frequency online: 150% higher than expected.
• The number of clicks on Facebook and Instagram: 350% higher than expected.
• Landing page traffic increased by 200%.