Ltd Adwings is a young and rapidly developing Tbilisi-based company in the field of advertising known for its innovative technologies, high standards of service, and young professional team. The COVID-19 pandemic caused it serious concern and anxiety. It also stirred its entrepreneurial imagination and started new juices flowing.
First the anxiety. Since the beginning of March, the number of Adwings’ orders has decreased significantly, and by the middle of the month, the entrepreneurs’ activities were severely constrained by the uncertain situation in Georgia. Most of the company’s planned activities and events were canceled. New locations being prepared for launch were locked down. Adwings’ advertising services and products lost their market.
Gloomy prospects. It soon became clear that a lengthy pandemic would be very damaging to the company. In the event of full lockdown, Adwings would have to suspend all production and discharge its professionals for an indefinite period, which would make attracting them back to the company more difficult. The company has 45 employees with families.
But not for long. The creative team was given a task: Find a product that could be created with the enterprise’s existing business processes. Something necessary in this time of need, and something all Georgians could afford. Accessibility and affordability were essential.
Voila! The team quickly designed a transparent plastic shield mask to protect against the virus, the kind recommended by most infectious disease specialists. Then they expanded. Rapidly the company produced a special low-cost “feel-touch” tool in the shape of a key that can be hung from a purse, a pocket, a chain used for pressing buttons in elevators, triggering the touch screen at the ATM, dialing the phone, and for other activities where the virus might transmit by clinging to common surfaces.
They developed the simplest technology, and they selected the least expensive materials. And then to ensure customer safety, Adwings launched home delivery service, which was included in the price of the product.
Not done yet! The company also took care of its little customers. For children, it began producing protective masks decorated with youngsters’ favorite fictional characters, reasoning that kids who are happy with what they are wearing will wear them everywhere and willingly.
Adwings’ effective social media campaigns quickly popularized the masks as trendsetters and as leaders in terms of quality and value. Today it serves its retail customers as well as public authorities and private institutions. Its Creative Group has new ideas in the pipeline and will soon offer a new, innovative product to Georgians.
And the bottom line: The company is alive, vibrant, and engaged, its entire staff on board with full salaries.
(Story credit to President Giorgi Pertaia and his colleagues at the Georgian Chamber of Commerce and Industry)