Baku Electronics: HƏLLİ ASANDIR

The back-to-school season is an exciting yet stressful time for students, teachers, and parents around the globe. While it marks new beginnings, it also brings challenges — finding the right retailer to smartly manage the expenses.

For Baku Electronics, a leading consumer electronics retailer, standing out during this highly competitive time required a campaign that not only addressed these concerns but also connected with the audience on a relatable level. At the same time, early September of 2024 in Baku coincided with the buzz of the Formula 1 event, intensifying competition for attention across all marketing channels.

The task was clear:

• Create a campaign that simplifies back-to-school preparations for three key audiences — teachers, university students, and the parents of schoolchildren.
• Cut through the competitive noise with a clear, emotional, and engaging message.
• Ensure cohesive storytelling across all platforms.

Baku Electronics needed a campaign that wasn’t just about selling products but about providing real solutions to the audience's seasonal challenges.

Wemark team developed a concept that directly addressed the target audience’s concerns, built around the slogan: Həlli Asandır — translated as “It’s Easy to Solve.”

This slogan became the anchor for a visually distinctive and emotionally engaging campaign, reflecting how Baku Electronics simplifies back-to-school needs.

We crafted three unique key visuals, each designed to resonate with the campaign's core audiences. Each visual combined a monochrome photographic style with vibrant, graffiti-inspired elements like neon crowns, icons, and arrows. These energetic graphics added a playful, youthful tone while ensuring a modern and dynamic look that stood out across platforms.

The most important and defining element of this campaign however was the three-part TV commercial series. Each TVC was tailored around the same storyline, featuring relatable characters central to the back-to-school narrative:

1. The Teacher – Highlighting preparedness and professionalism.
2. The University Student – Symbolizing independence and ambition.
3. The Schoolboy – Capturing excitement and curiosity for a new school year.

The commercials showcased real-life challenges faced by each character and demonstrated how Baku Electronics offered practical, stress-free solutions to meet their needs. This series was not only the creative centerpiece of the campaign but also served as the foundation for the entire communication strategy. Every other touchpoint — from social media content and outdoor visuals to digital advertising — was built upon the storyline and characters introduced in the TVCs.

The “Həlli Asandır” delivered exceptional results, demonstrating the power of relatable storytelling and strategic execution. Over the course of 30 days, the campaign achieved an impressive 120% of its targets, exceeding expectations across key performance metrics.

• The teaser video generated half a million views on Instagram, building strong anticipation.
• The three-part TVC series achieved 4M+ views combined on Instagram and 3M+ views on YouTube showcasing widespread appeal and engagement.

This outstanding response translated into increased foot traffic to Baku Electronics stores and overwhelming positive feedback for the campaign’s relatable narrative, dynamic visuals, and problem-solving approach. Baku Electronics successfully positioned itself as the go-to partner for simplifying back-to-school challenges.

At Wemark, we turn seasonal challenges into opportunities, proving that when creativity meets precision, the results speak for themselves. Let’s simplify your next big campaign — partner with Wemark today!