Case

AVO bank. Together on the field!

  • Brand
  • AVO bank
  • Advertised product
  • AVO bank credit card
For the first time in 34 years since gaining independence, Uzbekistan has achieved its dream of qualifying for the FIFA World Cup. Beyond the profound significance of this milestone for the nation, as a Brand, we identified a powerful strategic opportunity to elevate our presence and showcase our product at the center of a major global event.

Problem

Build an Emotional Connection: Establish a deep emotional bond with users and football fans by actively participating in and covering a milestone event for the country.
Demonstrate Product Utility: Showcase key product benefits and features in real-world travel scenarios.
Reinforce Human-Centric Values: Continue transitioning toward a human-centric strategy in both brand communications and behavior.

Solution

UGC is quickly becoming one of the fastest-growing content formats in Uzbekistan. With a leaner budget, we chose to work with UGC creators and influencers heading to the FIFA World Cup in the US to support Uzbekistan’s National Team. This gave us an opportunity to make AVO bank a natural part of their journey, rather than just another brand placement.

Before the trip, each creator received a branded Travel Box with travel essentials and an AVO bank card to use abroad. This gave them a real reason to use the product and share their experience along the way.
Throughout the trip, creators showed how they used the card in everyday situations, shared their experience from the stands during Uzbekistan’s matches, and produced engaging content for the brand’s Stories and collaborative Reels.

To get our own customers involved, we also launched a contest: during the matches, AVO bank customers could win the same Travel Boxes by correctly predicting the scores of upcoming games.

A key focus of the campaign was keeping the integrations clean and authentic. We carefully selected creators with no competitor or adjacent-category brand presence, minimizing commercial clutter and keeping the spotlight firmly on AVO bank.

Results

Total project content views: 21,544,428, аccount reach @avouzbank during the project: 4,876,569, new customer acquisition: 3,226