Description

The streaming service Yandex Music strives to create a truly personal connection with every listener.

To take another important step in this direction in Kazakhstan and Uzbekistan, in March 2025 we launched our first fully localized 360-campaign in these countries.

Through this campaign, we wanted to show that Yandex Music understands you — whether you are from Almaty or Tashkent, Semey or Samarkand — and is capable of selecting tracks that you will specifically like. Thus, our aim was to reinforce a key brand attribute for us: "It selects music that I like," as well as to increase brand interest and drive subscriptions.

The campaign ran during Nauryz/Navruz — a holiday that places special value on family moments. Our videos were built around that theme.

We decided to show how music selected by My Wave can turn an ordinary day into something special — inspiring warmth, care, and meaningful moments with loved ones.

To make each country feel seen, we created localized versions of two videos (resulting in four spots: two for Uzbekistan and two for Kazakhstan).

Despite having identical scripts for both pairs of videos and a single filming location, we were able to create authentic, truly unique videos for each country. The centerpiece of every video was a song by a popular local artist, for each role we cast pairs of actors from both countries, and the set design was literally changed on the fly by our decorators and artists. This thoughtful approach helped the videos capture the unique spirit and mood of each country.

The video “Dad the Architect” tells the story of a devoted father. While working on his blueprints, he comes across a drawing by his daughter — a picture of a house — and is reminded that the most important project in his life isn’t someone else’s, but his own warm and cozy world. He sets aside his work, hits Play on My Wave, and the music inspires him to build a little playhouse for his daughter. Once it’s finished, the whole family gathers inside, and the father proudly takes in the moment.

The other video, “The Craftswoman”, tells the story of a young woman who finds inspiration for traditional crafts by turning on My Wave on Yandex Music. The camera then gently shifts to the kitchen, where she, her mother, and friends are kneading dough, shaping flatbreads, and sharing warm glances. The atmosphere is filled with light, joy, and a sense of sisterhood — a space where music sparks creativity and brings loved ones together.

The videos were launched on TV and across digital platforms (OLV).

The campaign proved successful and delivered strong results*:

In Uzbekistan (2-month campaign, March 17 – May 5, 2025):

— Attracted 43.3K new Yandex Music subscribers;
— Subscriber acquisition nearly doubled (+90%). After the campaign ended, the numbers remained 33% above the initial baseline (2.8K vs 2.1K);
— Search interest increased by 35%;
— The brand attribute “selects music I like” grew from 53% to 58%, exceeding the target by 3 percentage points.

In Kazakhstan (1-month campaign, March 17 – April 17, 2025):

— Attracted 10K new users (+20% compared to the pre-campaign period);
— Significant increase in search interest for Yandex Music: +60.9% on YouTube, +15.6% on Google;
— +4 p.p. Ad Recall — over 1 million people remembered the video ads.

We spoke to our audience sincerely and in their own language. By reflecting the cultural values of each country, we strengthened trust in the service. Most importantly, we reminded listeners that finding music they truly love is easy — all it takes is pressing Play on My Wave in Yandex Music.

*It’s important to note that these results were also supported by other campaign activities: online and offline banners, cross-service placements across Yandex platforms, and PR coverage in the media.

Credits

Creative Director — Konstantin Kovalenko
Producer — Ulyana Zyabkina
Art Director — Alexander Pevchev
Marketing Manager, Yandex Music Uzbekistan — Sabina Avanesova
Marketing Manager, Yandex Music Kazakhstan — Aisulu Kustaeva

Production — Old Fashioned
Dir — Konstantin Sobol
DOP — Yuriy Lewandovski