Total
Advertising
Group
TAG
Challenge:
Launch of global brands Mars, Snickers, Bounty in Tajikistan.
Some consumers were already familiar with the brands through previous global campaigns and spillovers from Russia.
But never before have these brands spoken to consumers in Tatarstan in their native language.
Insight/Strategy:
Research shows that most consumers in Tajikistan do not identify satellite advertising as a direct offer. This reduces the effectiveness of campaigns.
The issue of advertising language also shows that consumers do not always understand the message correctly if it is not in their native language.
84.7% of the population of the Republic of Tajikistan are ethnic Tajiks, 92.2% of whom speak their native language at home.
Activation:
A huge amount of work was done to adequately localize advertising for RT: from slogans to the length of skirts.
The most difficult task was to adequately translate the Snickers slogan: Don't Slow Down - Snickersni.
Compliance with the norms of the classical Tajik language would lead to the creation of a grammatically correct, but very cumbersome sentence of 12 words.
We also had to add length to the skirt of the girl from the Bounty heavenly pleasure advert. Because the prudes from the Antimonopoly Committee considered the above-the-knee skirt too revealing.
As a result, for many years after, all chocolate bars in the Republic of Tatarstan were called Snickers.
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