Showcase

Insight

In Azerbaijani, the phrase “Üstümdə” (“On me”) is a common, almost instinctive response when someone asks for a document a cultural shorthand everyone understands. We saw an opportunity to redefine this familiar expression in a digital context.

Idea

We turned “Üstümdə” into a catchy jingle and the core of our campaign. Through a musical film, we showcased everyday situations where documents are needed but instead of panic, people respond with confidence: “On me!” Because with mygov, your documents are no longer in your pocket they’re always with you, on your device.

Execution

We brought the idea to life through a musical campaign built around a simple, memorable jingle.

At the center was a hero film showcasing everyday situations where people are asked for documents at banks, offices, or public spaces and respond confidently: “Üstümdə.”

The campaign was then adapted into multiple short formats, each reflecting real-life scenarios across different age groups and contexts, reinforcing the message that with mygov, documents are always accessible.

To maximize reach, the campaign was rolled out across TV, digital platforms, app notifications and social media, supported by high-frequency content and platform-specific edits.

Through consistent repetition of the phrase and relatable situations, “Üstümdə” was embedded into daily conversations with a new, digital meaning.

Impact

86,000 shares spread a message. But more importantly, they reshaped a habit.

A phrase used for physical presence became a symbol of digital access.

“Üstümdə” was no longer about what’s in your pocket. It became about what’s always with you.