Description

Yandex Go is the leading Russian taxi-hailing app with a monthly audience of over 50 million users. Since 2020, the number of services within Go has been constantly growing, reaching 16 in Moscow alone — from food and grocery delivery to carsharing, refueling, travel, event listings, and much more.

However, by 2024, 90% of users still perceived us as a taxi service, with only 10% ordering anything beyond that.

Our goal is to unlock the potential of Yandex Go as a super app and demonstrate that its capabilities are much broader.

To achieve this, we conducted research, based on which we developed a positioning that resonated most with the audience. It turned out to be "making life easier": 75% of respondents recognized themselves and their needs in it.

This led to a new positioning, with human life at its center, not just transportation:
Yandex Go is an app with everything you need to make dealing with tasks truly easy.

This initiated our major rebranding. We updated the logo, making it more light, energetic, and dynamic, which formed the basis of the new visual style.

And to communicate these changes, we launched a two-stage campaign:

1. The All-New Yandex Go

At this stage, we introduced the new visual style to the audience and showcased the app's multi-service nature.

Communication channels: broad reach and high-visibility placements in OOH and DOOH in major cities and on taxis, in-app communication within Yandex Go, integration into one of the most popular VK Video shows — "The Big Show," PR in media outlets, and other channels.

2. Everything with Ease

In the second stage, we conveyed the app's key value proposition — we talked about the services within Yandex Go and motivated users to try them.

Communication channels: a series of commercials and static materials with broad media support, all unified by the "ease" slogan. Through everyday stories, we showed how easy it is to order groceries and food, buy gifts, send or receive parcels, and refuel your car without leaving it, all with Yandex Go.

As a result, the campaign became one of the most effective for Yandex Go in the last 3 years. It fully paid for itself (ROMI — 96% of turnover) and demonstrated maximum impact across business and marketing metrics:

– Spontaneous awareness of 2+ services increased by 26% (vs. target of +15%);

– User base of 2+ services grew by 19% (target — 10%, overachievement of 90%) — the highest growth in two years;

– Spontaneous awareness of key services increased: Food +15%, Delivery +18%, Market +37%, Lavka (Store) +40% (vs. target of +10%);

– Share of non-taxi GMV (gross merchandise value) grew by 18% during the campaign (target — 10%) — across 5 services involved in the campaign;

– Organic interest in the brand increased: the number of search queries grew by 37% since the campaign launch and by 67% YoY (December 2024);

– The App Store provided featuring — free promotional tools that doubled app impressions in just one week. In total, featuring and other free tools delivered 56 million additional impressions.

The Yandex Go rebranding demonstrated that a well-articulated positioning can transform brand perception and deliver measurable business results. We moved away from a functional "we solve tasks" approach and instead emphasized ease as the value that the brand and its services bring to users' everyday lives.

Credits

Evgeny Aksyutin, Marketing Director, Yandex Go
Arina Pavlinskaya, Head of User Marketing, Yandex Go
Tatyana Shekhovtsova, Head of Strategy, Yandex Go
Nadezhda Sokolova, Senior Marketing Manager, Yandex Go
Vasilii Podtynnikov, Creative Director, Yandex Magic Camp
Artur Miroshnichenko, Creative Director, Yandex Magic Camp
Dmitry Polikanov, Lead Producer, Yandex Magic Camp
Sergey Anokhin, Senior Producer, Yandex Magic Camp
Mitya Meshcheryakov, Head of Creative In-house Studio, Yandex Magic Camp
Anastasia Bardina, Art Director, Yandex Magic Camp
Kirill Kirillov, Art Director, Yandex Magic Camp
Maria Solovyova, Art Director, Yandex Magic Camp
Evgeny Semchenko, Senior Copywriter, Yandex Magic Camp
Ivan Kazukov, Guest Art Director
Roman Lazarev, Guest Art Director