“Uzum Tezkor won’t let you down”

Uzum Tezkor was a new app in the food delivery market with a limited set of product features — classic delivery with a fixed number of partner restaurants inside the service.

The goal was to turn it from a niche newcomer into a mass-market brand with a steady flow of orders, traffic and downloads: build brand awareness, shape its image, and grow app downloads and conversion to the first order.

To grow penetration and trust, the brand needed a recognisable face that felt equally close to audiences in Tashkent and across the regions of Uzbekistan — and a clear promise: the service has your back in any situation.

We studied consumer insights and, based on them, chose the ambassador — actor and showman Alisher Uzakov. The key insight: in today’s fast pace of life we are almost always short of time. Hence the message “Uzum Tezkor won’t let you down” — when you need a quick meal, to make it in your lunch break or to get ready for guests.

We then developed the brief, the communication plan and the media plan, and ran the campaign end to end — from launch to final results — exceeding the target KPIs.

Together with Uzum’s product and promo teams, we created a promo-code offer for first orders that lowered the entry barrier and introduced new users to the service.

TV, billboards, 60 LED screens, 21 LED bus stops and 11 metro underpasses, digital, performance, promo codes for the first 3 orders, boosted support across the Uzum ecosystem — in Uzum Market: a pinned home-screen banner, feed banners, push notifications and pop-ups; in the Uzum Tezkor app: banners, push notifications, pop-ups and in-app banners