In the last 5 years, 450 private schools opened in Uzbekistan, mostly competing on physical infrastructure, smartboards, and technology. Rahimov School is a gadgets-free, STEM-focused school that handpicks every single teacher.
Problem
Parents were selecting schools based on surface-level visual conditions rather than educational value. How could Rahimov School shift parents' focus back to what truly matters—the quality and engagement of lessons?
Solution
We built a three-stage campaign under the core strategy: turn open lessons into Movie Premieres. We rebranded iconic Uzbek films into school subjects and distributed movie-style tickets, popcorn boxes, and video promos across the city. On event day, classrooms became theaters, parents became the audience, and students became the main characters enjoying high-quality lessons
Results
3.6 Million+ total reach, 2,000+ parents attended the offline event, 8,000 contracts signed, 80%+ student capacity reached across all three campuses
