Imzo

“A window that gives warmth” with Seka Vines

+22% — sales growth · +31% — TERMO line awareness

Task

For most buyers, windows are simply “plastic” or “aluminium”: few understand product lines, series or their specifications. Many are afraid of making the wrong choice and ask friends for advice — but they remember only brands, not models. As a result, no manufacturer in the local market had a recognisable model line.

The second challenge was export: Imzo is well known in Uzbekistan, but in Kazakhstan it lagged behind local brands in awareness.

The goal: change this and launch the new TERMO line with impact — build awareness in Uzbekistan and recognition in Kazakhstan and Kyrgyzstan, the company’s key export markets, to grow exports.

Solution

We started with research across three countries to find a personality who could present the benefits of the windows in different roles and everyday situations. The clear leader in awareness and trust was Seka Vines — one of Kazakhstan’s most popular bloggers, with a wide audience in Uzbekistan and across the CIS.

First, we developed a communication plan: defined the key messages about the TERMO line’s benefits, the core message “Imzo gives warmth!”, and a visual concept with Seka in three roles — businessman, installer and customer.

We then rolled it out across every touchpoint. We shot a viral video built around the original “Windows” dance to a custom jingle about TERMO’s benefits, plus four situational comedy vines filmed at showrooms and the factory, showing the brand’s production and retail. We adapted the visuals for outdoor and digital, placed the campaign in traditional media and on digital platforms, and launched #imzochallenge from Seka’s page: users recreated his dance to the original track, with participants from four countries.