Media Pharmacy

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, one of the biggesr content libraries.

We just decided to tell everyone that iTV is the place where you find a cure for your bad mood.

Hello to — Media Pharmacy.

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

We selected the busiest park in the city and installed the world's first Pharmacy that fully...

There, film experts appeared as pharmacists that diagnosed each client by cheking mood and recommended the necessary films.

Проблема

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

Решение

We created the Media Pharmacy — a place where movies replace pills. Set up in one of the city’s busiest parks, visitors were “diagnosed” by a pharmacist (film expert) and received personal film prescriptions. This way, iTV became the new medicine for every mood.

Результаты

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