How can a foreign brand like Yandex Maps win the love of local users? This was the challenge we aimed to tackle by releasing a set of unique navigation icons featuring an animated horse, designed specifically for Kazakhstan. We knew we had to approach the promotion carefully. A major Russian IT brand using local imagery in its advertising could easily spark mixed reactions. So, we launched a funny, non-branded video of a horse parking in reverse, which looked like user-generated content. The video went viral and sparked a heated discussion on social media. As the buzz and positive sentiments around the video peaked, we revealed both the brand and the feature in a follow-up video. The campaign was a resounding success, generating over 4.1 million views and more than 360,000 downloads.
Credits
СМО: Yulia Farber Head of Brand Marketing: Egor Kozhedub Marketing Lead: Olga Elizarova Strategist: Yulia Chmyr PR: Lidia Chernosvitova, Liliya Kolosova
Head of in-house creative studio: Zhenia Zakhodiakina Producer: Maria Zhukova Video Production: Maryia Syrakvash Creative Director: Alexander Orekhov Art Director: Tatyana Vasilyeva Head of Copywriting: Anna Ambartsumyan Design: Michael Schoettler, Mereke Atrauov
We protect your privacy.
We use and process your personal data, as well as other information stored through cookies, web beacons or other similar technologies, in accordance with our Privacy Policy and to make the content on our site better meet your needs, and to ensure that we use accurate geolocation data, store and access information on your device, as well as for market research personnel to obtain audience feedback, product development.
By clicking 'Accept', you consent to the processing of your personal data. Consent is voluntary and you can withdraw it at any time in the settings. Withdrawing consent does not affect the lawfulness of the data processing up to the time of withdrawal.