Promote the movie Deadpool-2 with integrated creative solution supporting «movie magic» and badass main character traits
The AI-based chat based on «Alisa» engine. The neural network was trained during the project and helped Deadpool to understand context, make jokes and invite the audience into the cinema
Сelebrate 100-year of the legendary brand using premium tools. Highlight the cues and values of the BMW - style and technology - in a vivid and memorable premium way
For the first and only time the native theme for the Yandex start screen was branded by BMW for the promo campaign for the whole day
Create a non-standard way to promote a film where everybody is so stylish and as true gentlemen prefer a good piece of meat for a dinner Attract the young audience who is unfamiliar with Guy Ritchie's iconic films
Burger Heroes' partnership with the premiere resulted in a special burger made by a chef inspired by the movie. The announcements were teasered involving subscribers and visitors of the restaurant franchise
'Star Wars: The Force Awakens' is the first film of the saga to be released by Disney in 2015. It was necessary to announce the long-awaited premiere on the Russian web in a brand new way. The main KPIs: large coverage, maximum visibility, originality of the format, audience engagement
Yandex was the exclusive partner of the project. The main page of the portal was chosen as the main platform, on which until now only limited standard advertising equipment could be used and there was no possibility of realization of any advertising special project. On the day of the exclusive premiere of the film trailer, the Yandex logo was changed in the franchise style. A click on the logo opened a full-screen cover, which featured a message from film director J.J. Abrams. The audience could set the design of Yandex’s main page in Star Wars stylistics permanently by installing branded skins on Yandex’s home page, making, of course, a choice between the light and dark side of power
Test all current formats in the market for different genres of film premieres. Create and test all conversion tools that lead to ticket sales at the box office. Based on the data obtained, generate a list of the most effective tools to work at the bottom of the sales funnel
Flights with flushes, mailings, pop-ups, video formats, storisations, segments, first screen rises, recommendations and crossing of data from OFD platforms at all venues that have a chain to cinema ticket purchase
Increase advertising revenue in Yandex Market avoiding competing with existing stores that earn based on an advertising auction
Regular banner were replaced with a balanced advertising platform for the promotion of vendors' goods
The growth of the brand's Top-of-mind awareness among a wide audience including pet owners. Communication aimed both at today's pet owners and those who are going to be a pet owner
Run a service where you can create an ad, attaching a photo of the animal and indicating the place where it was found or lost. The created ad will become an advertising banner and will be displayed to Yandex users who are near the place where the pet is lost
Many drivers use Yandex Navigator app. We wanted to speak directly to drivers and offer them to stop by the nearest McDonald’s for a new Chicken Mac.
Branded pins were launched for the first time in Yandex Navigator. Users could reach them in three different ways: main menu, banner or search bar
Playing to the territory of safety as a central tenet of the Agusha brand. Travel with children by taxi was a large-scale yet free niche where the brand could really benefit parents
When the 'Child' fare was selected, taxis equipped with safe, branded child seats arrived. Drivers were selected on the basis of maximum ratings and were specially trained to work with children
Test the Toyota Land Cruiser SUVs at the limit of its capabilities and demonstrate that it can take its owner to even the most extreme destinations. Create the unique content with wow-effect provided by Toyota Land Cruiser SUVs
Target audience of Toyota Land Cruiser SUVs is represented by well-off drivers fond of outdoor adventures. Expeditions to Everest are one of the most expensive and inaccessible tourist experiences. Info on the web was inconsistent and our goal was to create a meaningful virtual tour of the world’s highest mountain top. Also Toyota’s priority was using the latest technology along the way. That’s why we chose the state-of-the-art light-weight photo equipment and created a unique 3D model of the mountain reflecting the route for user engagement on the project’s web site. Toyota SUVs were integrated into the panoramas, while stories of climbers describe the vehicles as reliable helpers in achieving the goal
We organized the first expedition to Everest in 2015. But no one managed to reach the peak that time because of the earthquake. In 2016, we repeated the attempt, the cars delivered the climbers and equipment to the Base Camp, and we managed to climb up and perform the footage. Project production took more than half a year, which included processing of 1084 photos to create 270 panoramas for 14 kilometers of the road. For our website, we developed the special 3D model of Everest, overlapped with the ascent route and key points for user convenience. And all the way to the top is accompanied by dubbing with a detailed story from direct participants
Purina. Alexandra Potapova. Yandex. Anatoly Topol | Lyudmila Glazyrina. Connected Production. Director: Ilya Solovyov |Operator: Sasha Myasnikova | General producer: Dmitry Kraynov | Executive producer: Anya Malikova | Creative director, copywriter: Alexey Lavrentyev | Line producer: Nikita Stanchenkov | Production designer: Dasha Grigoryeva | Make-up designer: Dasha Tishaeva | Costume designer: Vasilita Guscharova Vasilisa Gusarova | Group Director: Director: Alexey Volodin | Administrator: Evgeny Avasipyan | Editing Director: Dasha Nabokova | CG: Roma Kozhevnikov | Color correction: Evgeny Gvozdev | Composer: Scruscru Sound engineer: Scruscru.
Yandex. Producer: Artur Malinin | Co-writer and producer: Anatoly Topol Connected Production. Creative producer, copywriter and toy designer: Alexey Lavrentyev | Director: Ilya Solovyov | Art director: Max Kuzhegetov | Producer: Dmitry Kraynov | Line producer: Anna Malikova | Cameraman: Alexandra Myasnikova | Editing directors: Anton Ivanov, Dmitry Orel | Composer: Igor Vdovin | Toy designer: Katya Voronaya | Colour editor: James Tillett (Moving Picture Company, NYC) | Costume designer: Kirill Vychkin | Sound designer: Alexey Filatov | Production director: Mikhail Sinkevich | Second Director: Alexey Dvoryaninovich | Web site layout: Sergey Rybkin (Sawtech) | Computer graphics: Denis Volkov | Storyboard and illustrations: Katya Berezina | Production designer: Gennady Tumelevich. Starring. Son: Jan Klevec | Mother: Vera Panchenko | Unhappy father: Konstantin Zadvorny | Toy shop owner: Valeriy Agayan | Tourists: Shao San and Nguyenn Mariann
Yandex. Anatoly Topol and Alla Vulakh. Connected Production. Director: Ilya Solovyov | Cameraman: Sasha Myasnikova | General producer: Dmitry Kraynov | Executive producer: Anya Malikova | Creative director, copywriter: Alexey Lavrentyev | Line producer: Nikita Stanchenkov | Production designer: Dasha Grigoryeva | Make-up designer: Dasha Tishaeva | Costume designer: Vasilisa Gusarova | Group Director: Alexey Volodin | Administrator: Evgeny Avasipyan | Editing Director: Dasha Nabokova | CG: Roma Kozhevnikov | Color correction: Evgeny Gvozdev | Composer: Scruscru | Sound Designer: Scruscru
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6,000,000@project coverage#40%@started dialogue#3,000@phrases Deadpool knew
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> 20 million@audience reach in one day#100 million@project impressions#> 190,000@crossings
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Bestseller@on the entire Burger Heroes chain#> 1.2 billion@film receipts@An encore@Returned to the menu after the end of the contract
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4,120,900@users installed the theme #24 hours@premiere on the main page of the Runet #0.52%@CTR on the "buy ticket" button
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40 +@CPA release support campaigns #> 18 million@Advanced Sales#7@Film distributors already using the product
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2 times@ annual media revenues increased by 3 to 5 times@ advertising response rate increased by 90%@ annual inventory occupancy rate
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> 10,000@lost pets#> 1,000@Cities in Russia# every 7@Pet found!
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> 9 million@Unique reach#9.8%@Conversion from click to route#19,500@Returns to McAuto in one month of the campaign
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80 million@Collaborative investment#3 years@Duration of joint project#GEO@Available in most major cities
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2,000,000@Publications in all thematic media #20,000@Reposts in social media #No. 1@Project in the world with such content #Thousands@Thanks from climbers from all over the world
Chat was based on the artificial intelligence of the Alisa - one of the Yandex technology
Celebrating 100-year of BMW
Users could customize their cross-device startup page by installing exclusive branded theme
A promotional landing page with a mesmerising paralax and a logo just like the real film was created especially for the video
In its premiere week, the product has the potential to increase EAIS box office receipts by up to +8%
The main audience for the project was on the mobile platform
During the campaign a lot of ad formats were used: the search menu icon, branded tags and a pop-up message by click on the word tag
As opposed to some of the preexisting partial panoramic views of Everest, Yandex released a complete street view that guides users on a climb all the way up to the top of the mountain.
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Hello Russia! We look forward to introducing Star Wars: The Force Awakens in December. In the meantime, join a special Yandex project. May the force be with you.
J.J. Abrams
Hello Russia! We look forward to introducing Star Wars: The Force Awakens in December. In the meantime, join a special Yandex project. May the force be with you.
J.J. Abrams
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The film's characters drink beer and eat grilled food - Guy Ritchie himself is considered a fan of such food and drink. Keeping that in mind, the Burger Heroes team came up with a burger recipe: beef brisket, specialty marbled beef, cheddar, smoked onions and honey mustard... read
Samenwerking van de film "Gentlemen" en hamburgerketen Burger Heroes Wie wacht op de release van de nieuwe criminele actiefilm Guy Ritchie, zal verrukt zijn van het nieuws over de samenwerking tussen de film "Gentlemen" en de hamburgerketen Burger Heroes. In afwachting van de release van de misdaadkomedie Gentlemen in Rusland, hebben filmbedrijf Volga en de Burger Heroes-keten van burgerbars een speciale Mickey Pearson-burger ontwikkeld, vernoemd naar de hoofdrolspeler van de film, gespeeld door Matthew McConaughey... read
"Yandex has launched in test mode with the help of which it is possible to place an advertisement about missing or found pets. For now it only works in Yekaterinburg, later it is planned to be launched in Moscow, Novosibirsk, Samara, Tver and other major cities... read
Yandex, together with Purina, has launched a service to search for pets. The technology company said in a press release. A person who has lost or found a pet can go to yandex.ru/petfinder and place an ad. In it, he can specify the pet's description, add a photo, his phone number, e-mail and the area where the pet was found or lost... read
According to AdIndex's advertising market source, the effectiveness of such advertising will not only be measured by traditional statistics including the number of impressions, reach etc., but also by completely new tools - such as the number of visits to restaurants by those who found a branded location in Yandex.Navigator and visited that location (conversion into visits)... read
Children, though small, are the most important people, and Yandex.Taxi has taken the organisation of rides for passengers with children very seriously. Only drivers with the highest grades will be able to perform rides with children. They are already undergoing additional training and are learning how to correctly install and adjust seats, communicate with parents and react properly to the behaviour of little passengers... read
Yandex proudly announced their trek up Mount Everest for the rest of the world to share on their panoramic maps. You can walk the deadly snowy trails from the comfort of your own home. Russian climbers Roman Reutov and Maksim Shakirov climbed Everest and filmed almost every metre of their journey. The 3D panoramas are available on Yandex.Maps and the project website... read
back to projects
Before the premiere of the second part of Deadpool, we thought it would be great to make the famous romantic character have a chat with the audience of KinoPoisk - make jokes, piss them off and finally invite to the premiere. For the first time in the history of KinoPoisk, we launched a smart chat based on Alice's requests, and turned Deadpool into a cinema "consultant"
