New Medicine

Usually, people take medicine when they feel unwell.

We noticed that watching movies is also a kind of cure for many bad feelings:
- anxiety,
- boredom,
- loneliness.

iTV - a streaming platform in Uzbekistan, with the biggest content library.

We just decided to tell everyone that itv is a new medicine

titanic - cure from lack of romance *when watched together
action films - a cure from boredom
comedy filme - a cure from anxiety

We produced our own line of pills.

And gathered those pills in a first aid kit and give them to bloggers considering their everyday pains.

And even opened our a first-aid kiosk - Media Pharmacy, where we diagnosed each client by cheking mood and recommended the necessary films.

Inside the app, we created a playlist for every mood, so people could choose films based on how they feel.

Проблема

People usually take medicine when they feel unwell. But feelings like anxiety, boredom, or loneliness also need a cure. iTV, Uzbekistan’s streaming platform with one of the largest content libraries, wanted to show that films can be the new medicine.

Решение

We launched “The New Medicine” campaign.
Titanic became a cure for lack of romance, action films for boredom, comedies for anxiety.
We produced our own line of “pills” and sent them to bloggers in branded first-aid kits.
We even opened a real Media Pharmacy, where visitors received personal “diagnoses” and film prescriptions.
On iTV, we created playlists for every mood, so people could choose films just like choosing the right medicine.

Результаты

Monthly active users grew by 35%
Social media reach increased by 33% during the campaign