Nabeglavi
DRIVING BRAND RELEVANCY WITH A MODERN AUDIENCE
The Challenge
Mineral water communication usually focuses on nature, calmness and escaping the city. But Kazakhstan is becoming increasingly urbanized, and this shift is especially visible among younger audiences. For people aged 25 to 35, everyday life happens in a faster, denser and more active city rhythm. Nabeglavi needed to move beyond the familiar codes of the category and find a new way to become relevant to the urban generation
The Solution
This became the foundation for the campaign idea “Keep the City Pace” and the supporting line “Water for Urban Champion”. Instead of keeping the brand in the familiar world of nature and relaxation, we brought Nabeglavi into the real life of a young urban audience, where the city is not just a place to live, but a space that sets the pace, challenges people and keeps them moving every day
As part of the campaign, we turned familiar city streets into spaces for simple exercises. By scanning a QR code with their smartphone, people could get a short workout adapted to the place around them: a staircase, bus stop, crossing or waiting area. This made the city itself part of an everyday training routine, while Nabeglavi helped people stay fresh, balanced and ready to keep the city pace.
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