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, the biggest retail chain and webstore in Kazakhstan, as a leader of the market, 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.

Objectives

Help Russian-speaking citizens learn Kazakh language.

Raise Magnum positive brand attitude & awareness.

Increase Magnum product range & price knowledge.

Insight

It's enough to learn a hundred basic words to know basic level of any language.

Most of these basic words are fast-moving consumer goods for everyday use. 

And all of them you can find on the website of Magnum, the biggest retail chain of the country.

Idea:

Buy basic goods - learn basic Kazakh!

Taget audience

Mass market, people of all ages who buy goods in retail chains and online on the webstores, Russian-speaking customers who doesn't speak Kazakh 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.

So, we can use Magnum webstore to help Russian-speaking customers start learning Kazakh language. Key message: buy basic goods, learn basic Kazakh!

We simply added Kazakh translation right on the images 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.

People immediately noticed changes on the Magnum webstore and that became the main topic in social media and mass media to talk about.

People say 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.

People have started tagging other retailers, urging them to follow.

In just a week from the beginning, Magnum's initiative went viral and received wide coverage in social networks, mass media, and among influencers: Reach 302 112, Impressions 14 417. The campaign is ongoing.

Thanks to such publications, more and more people are learning 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.