Uzbekistan is heading into its first-ever World Cup, and most people plan to watch it on a phone screen. Texnomart, an electronics retailer, offered a 35% discount on big TVs to make the case for watching it on a bigger one.
Problem
How could Texnomart make the gap between a phone screen and a big screen felt, rather than just stated in an ad?
Solution
We built a billboard showing a phone at its true, tiny size — unreadable from a distance — forcing passersby to use their own phones just to read it, a mechanic other brands then adopted on their own.
Results
TV sales grew 40%, 3 brands adopted the format organically, 5x more earned reach than media spend
