In Uzbekistan, private schools usually show off big buildings and smartboards, but children still don't like studying.
Problem
Rahimov School needed to fill three campuses to 80% capacity — without using basic ads.
Solution
Insight & Strategy: If learning is fun, kids love it — just like watching a good movie. So instead of a normal open day, we turned the school into a live “Movie Premiere.” Creative Solution & Channels: We used famous Uzbek movie names for school subjects. We dropped movie tickets on cars, in bookstores, and on streets; sent popcorn boxes to bloggers; and filmed lessons in parks and museums to get people talking. Execution: On event day, parents got popcorn and cinema glasses, sat in class, and watched their children enjoy the lesson like a real movie. Afterwards, they wrote their thoughts on a big board.
Results
Total reach: 3.6 million, Media & blogger reach: 2.9 million, Paid ads: 611,000 views, Likes & comments: 2,916, Sales impact: 300 invitations → 25+ visits → 190 sales, reaching the 80% campus goal.
