Description

Yandex Takes on Google in Kazakhstan with a Local Twist

Google dominates Kazakhstan’s search market, but Yandex—though seen as the younger player—actually delivers better local results. And hey, we’ve even got an office in Almaty!
To prove we get Kazakh users, we’re trolling Google with outdoor ads highlighting their distant HQ—while we’re right here. A bold, cheeky tone helped us cut through the noise and connect with locals long accustomed to Google.
We found out the most local insights and came up with the most relevant lines depicting places and things to do in 2 biggest cities of Kazakhstan. Our goal was to emphasise the things that Googlers are missing out as they don't have such deep immersion into the local culture.
June - August 2024

Credits

Creative director – Alexandra Novokhatskaya
 
Producer – Eugenia Nazirova
Senior Art-director – Nikolai Nikitin
 
Copywriter – Valentina Ekimian
CMO International Search – Irina Gushchina

Senior Brand Manager – Nikita Malykh