Yandex is Russia's leading technology company and Russia’s number one search engine. However Yandex was beginning to be challenged by Google particularly amongst younger users who were drawn to Google’s empowering and friendly image. Yandex appointed My Agency to create a brand campaign to give Yandex a warmer and more engaging personality. Our integrated 'All Life’s Answers' campaign ran in Russia, Ukraine and Turkey and used Yandex's iconic yellow search bar to give life to Yandex’s mission to answer any questions internet users have.
'All Life’s Answers' pushed Yandex search figures to 60.7%, a 12 month high, stealing back users from Google, reconnected existing users and created hundreds of thousands of new users. Within days, fans of the campaign started creating their own versions and uploading them to sites like Yandex Video and YouTube. There were more than 5,000 Tweets and hundreds of thousands of online views.