Description

Although Yandex Go has been operating in Serbia for several years, its benefits have largely gone unnoticed by younger audiences. Despite offering a modern, user-friendly app with geolocation and card payments, the service remained off the radar for the new generation.

Here, people are still used to calling a cab by phone. But that doesn’t guarantee it’ll arrive on time, if it shows up at all. This reflects Serbia’s “polako” mindset: slow, unhurried and shaping everyday habits.

Our goal was to raise awareness of Yandex Go among local youth, grounded in hyper-local insights.

For young Serbs, everyday struggles like calling a taxi, going to the market or a party have become a running joke. We set out to end outdated taxis through these situations.

The campaign’s face was Miloš, a bartender from Belgrade — one of their own. In OLV, he faces typical challenges but easily overcomes them with Yandex Go. This resonated so much, people started making TikTok remakes. In outdoor, Miloš became a symbol of change. People recognized him, sharing banners saying, “That’s our Miloš!”

Finally, we said goodbye to outdated taxis, installing the iconic "Zastava" car and K67 kiosk in nightlife’s heart. Someone pushed the car to history’s roadside — a perfect campaign metaphor.

A deep understanding of local context led to a shift in brand perception and helped win young hearts:

— 72% OLV completion rate — market record, double the 37% benchmark
— 30,000 new Yandex Go users
— Brand awareness up from 32% to 42%
— #1 in app stores in “Maps & Navigation” category (previously #5)

Credits

Vasilii Podtynnikov, Creative Director, Yandex Magic Camp
Kirill Kirillov, Art Director, Yandex Magic Camp
Anya Kanikovskaya, Senior Creative Producer, Yandex Magic Camp
Mitya Meshcheryakov, Head of Studio, Yandex Magic Camp
Evgeny Aksyutin, Head of Marketing Division, Yandex Go
Arina Pavlinskaya, Head of Consumer Marketing, Yandex Go
Elina Chernyshova, Head of Marketing Group, Yandex Go
Ksenia Smyshnova, Senior Marketing Manager, Yandex Go
Darya Bashkova, Marketing Manager, Yandex Go
Alina Zaripova, Strategist, Yandex Magic Camp
Yulia Nesteruk, Head of Local Marketing, Yandex Go
Nadezhda Tsaryova, Head of Media Planning, Yandex Go
Abroad Production, Video Production
Yulia Tatarchenko, Photographer