Entering a new market (Kazakhstan) with no advertising budget. Competitors had the advantage of "locality," and our international portfolio raised questions about our understanding of local realities.
Problem
To attract the attention of the professional community and potential clients by demonstrating creativity and market understanding with almost no financial expenditure.
Solution
To prove that we think like locals (80% of us), we launched a self-promotion campaign that cost us nothing but the art director's free time. We started with a targeted launch — we announced NAURYZ REDKEDS on our social networks and sent it to key design platforms. This created an initial impulse that the market picked up on its own. The main thing is that we did not impose the product, but allowed it to spread organically, because it turned out to be truly necessary in professional activities. A few elements of national ornaments and folk, a little style and trendiness. The font turned out to be lively and variable and naturally integrated into work processes, demonstrating our understanding of the local context. Each use of it became an unobtrusive reminder of REDKEDS, both for designers and people from the creative industry.
Result
We "branded" the font selection panel for 70% of designers in Kazakhstan. The typeface was used in 7 countries. Direct results: 6 new clients, a 4-fold increase in job applications. The campaign proved that a deep idea beats big budgets.
