Kazakh buy-book

Managing Director: Yuliya Tushina Executive Creative Director: Yevgeniy Kostylev Copywriter: Viktor Ershov Art Director: Diana Moldagulova Motion Designer: Alexander Filatov Designer: Almaz Issatayev SMM-specialist Aida Nurakhyn Client Service Director: Anna Kostyleva

Background: The problem of the national language is the current major issue in Kazakhstan. According to history, due to the legacy of the Soviet Union, part of the country still speaks only Russian and doesn't know even the minimum basic level of national Kazakh language. Challenge  Magnum is a local retail chain, leader of the market in Kazakhstan. Magnum is patriotic and stands for the united nation and well-being of society. He cannot be silent and should make a response on the current major issue in Kazakhstan and help the Government and society to solve the problem.  Solution: Fact: it’s enough to learn a hundred basic words to know basic level of any language. Thinking of how can we help Russian-speaking population of the country start learning Kazakh language, we found 2 insights:  1) basic words of any languages are mostly fast-moving consumer goods for everyday use, and all of them you can find on the webstore of Magnum.  2) all websites in Kazakhstan are in two versions - in Kazakh and in Russian. But Russian-speaking customers use only Russian versions of websites. Those insights have led us to a very simple Idea - ‘Buy basic goods - learn basic Kazakh’. We simply placed the Kazakh translation on the pictures of basic goods on the Russian version of the Magnum webstore. Now Russian-speaking customers can buy basic goods and learn basic Kazakh words simultaneously. They see Kazakh names of basic goods while shopping, unconsciously memorizing and learning basic Kazakh. Results: People said this simple way of learning the national language is non-coercive and time-saving. It evoked the warmest feelings of appreciation and positive attitude towards the Magnum brand by both Russian-speaking and Kazakh-speaking customers. It went viral on social and mass media. People have started tagging other retailers, urging them to follow. In just a week from the beginning, Magnum's initiative received wide coverage in social networks, mass media, and influencers: Reach 302 112, Impressions 14 417. The Campaign is ongoing.  Thanks to such publications, more and more people learn basic words of the national Kazakh language. Magnum helps Russian-speaking customers learn Kazakh language, raises positive brand attitude & awareness, increases product range & price knowledge.