Showcase

Insight

Bazarstore needed a way to make its Novruz campaign not just seen but felt. The challenge was to create a distinctive and emotionally resonant idea that could cut through the noise.

The insight was simple: Novruz is not just a holiday but a collection of familiar rituals, tastes, and symbols that evoke warmth, nostalgia, and a sense of belonging, so we set out to bring this to life by creating a mascot rooted in these shared cultural codes—instantly recognizable, warm in tone, and appealing to audiences of all ages. “Qoğal” emerged as the perfect embodiment. Deeply tied to Novruz traditions, widely consumed during the holiday, and rich in nostalgic meaning, it became a natural bridge between the brand and its audience—turning a product into a character people can emotionally connect with.

Idea

As part of the campaign, the character of Qoğal—familiar from folk tales—was reimagined as a custom-designed mascot for Bazarstore. Our character appeared as a magical hero within the store, quietly lowering prices. Known in the tale for running away from grandparents, this time Qoğal arrived at Bazarstore and expressed its love for people through the discounts it brought during the holiday, becoming a symbol of joy and sharing.

Execution

In the lead-up to Novruz, our mascot was introduced through AI-assisted social media videos created for each Tuesday of the holiday, accompanied by a cheerful jingle carrying our key messages. During the festive days, it engaged directly with consumers in-store with the message “Come see what’s at Bazarstore.” The campaign was further amplified through print materials, radio spots, and influencer collaborations, ensuring effective reach to the target audience.

Impact

As a result, the Qoğal character became Bazarstore’s key asset during the festive period—both attention-grabbing and capable of building a sincere connection with the audience. Through influencer and UGC activities, the campaign reached nearly 3 million views, delivering broad reach and high engagement, while generating thousands of positive responses. Ultimately, the campaign evolved into a platform that strengthened the brand’s distinctiveness and deepened its emotional connection with consumers.