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 We set out to end outdated taxis through these situations: with humor, self-irony, and honest, relatable characters.

We chose Miloš, a bartender from Belgrade and one of their own, instead of a celebrity to lead the campaign.

The core of the project was a series of videos / OLVs built on contrast — the familiar vs the new. In each scene, the viewer instantly recognizes a typical Serbian situation. Then comes a sharp turn: the usual script breaks as Yandex Go steps in. The service blends into daily life, making it smoother and helping young Serbs live at their own pace.

As a result, the OLVs reached a 72% completion rate — a market record and double the benchmark (37%).

The videos were also shared on TikTok and quickly sparked a wave of user-generated remakes.

This deep understanding of local context led to a real shift in brand perception and helped win young hearts.

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