We adapted Wildberries’ international concept to the Tajik market and budget: a brand zone at the Children’s Day festival that moved visitors from offline into the app.
Wildberries gave us a ready-made international concept for a festive brand integration. The task was not to copy it, but to adapt it to the local market, audience and available budget while keeping brand recognition and the core idea. A key requirement: go beyond a logo on site and create a space that both children and parents would genuinely enjoy.
At a city children’s festival, attention is a contested resource: dozens of activities compete nearby and static branding barely works. So we combined three levels of contact — visual, physical and digital — and built a complete visitor journey: from striking visual attraction, through live interaction with the zone, to a measurable action in the Wildberries app. The offline-to-digital transition became the core of the localisation.
At the centre of the festival we built a bright, photogenic space in Wildberries style for families, with photo spots and interactive activities.
A QR code linked the offline activation with the app: visitors scanned it and completed a target action — downloading the app or saving a selection.
Branded merch encouraged visitors to stay longer and extended brand visibility beyond the venue.
We kept the brand DNA but optimised the zone for the budget and focused on mechanics that appeal equally to children and parents.
The visitor journey formed a funnel: saw the brand — visited the zone — scanned the QR code — completed an action in the app. The international concept kept its brand recognition but was rebuilt for the local market and the available budget. A one-off offline contact at a city festival turned into a measurable digital interaction. Activation performance figures are not published.
Tell us about it — we’ll suggest the format and scope of work.
Bringing a payment method nobody in the country had used yet to market: TV, digital, LED screens and indoor, 18 Tajik-language creatives and a communication broken into seven barriers rather than one slogan.
A series of campaigns over two years: holiday, summer and product activations. A media mix of TV, digital, OOH and radio rebuilt for each campaign objective, with coverage beyond Dushanbe.
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