| Title | SELF-ISOLATION INDEX |
| Brand | YANDEX |
| Product/Service | YANDEX |
| Category |
B02. Web Service / App |
|
Entrant
|
YANDEX Moscow, RUSSIA
|
|
Idea Creation
|
YANDEX Moscow, RUSSIA
|
|
Media Placement
|
YANDEX Moscow, RUSSIA
|
|
PR
|
YANDEX Moscow, RUSSIA
|
|
Production
|
YANDEX Moscow, RUSSIA
|
|
Production 2
|
EPIC PRODUCTION Moscow, RUSSIA
|
Credits
| Gregory Abovsky |
Yandex |
Chief Operating Officer |
| Petr Abroskin |
Yandex |
Director of Marketing Operations |
| Igor Agarlev |
Yandex |
Developer |
| Ilya Alexandrov |
Yandex |
Heads of Design Team |
| Vyacheslav Barinov |
Yandex |
Designer |
| Petr Baturintsev |
Yandex |
Designer |
| Irina Goltsman |
Yandex |
Manager of cross-services functionalities |
| Olesya Golub |
Yandex |
Developer of cross-services data department |
| Serob Khachatryan |
Yandex |
Project Manager |
| Tigran Khudaverdyan |
Yandex |
Chief Executive Officer |
| Alexander Krainov |
Yandex |
Head of ML Lab |
| Oleg Levchuk |
Yandex |
Head of Maps Service |
| Gennady Lokhtin |
Yandex |
Heads of Design Team |
| Nikita Makarov |
Yandex |
Team Lead of Search verticals functionality group |
| Konstantin Mamaev |
Yandex |
Manager |
| Leonid Mednikov |
Yandex |
Analyst |
| Denis Mosin |
Yandex |
Designer |
| Ruslan Musaev |
Yandex |
Manager |
| Denis Novikov |
Yandex |
Head of Communications |
| Oleg Novikov |
Yandex |
Developer |
| Alexandra Novohatskaya |
Yandex |
Creative Director |
| Timur Nurutdinov |
Yandex |
Designer |
| Pavel Okrema |
Yandex |
Designer |
| Inna Omelchenko |
Yandex |
Senior producer |
| Vasilii Ovchinnikov |
Yandex |
Senior Art-Director |
| Sana Paritova |
Yandex |
Head of Corporate Communications |
| Andrey Plakhov |
Yandex |
Head of Search Functionality Department |
| Konstantin Pudan |
Yandex |
Copywriter |
| Stas Sabirov |
Yandex |
Designer |
| Tonia Samsonova |
Yandex |
Head of Content Services |
| Evgenii Semiriakov |
Yandex |
Designer |
| Alexey Shagraev |
Yandex |
Manager |
| Denis Shaposhnikov |
Yandex |
Analytics of cross-services data department |
| Sergey Simonov |
Yandex |
Designer |
| Vladimir Smolev |
Yandex |
Analytics of cross-services data department |
| Andrey Styskin |
Yandex |
SVP |
| Sergey Ternovykh |
Yandex |
Heads of Design Team |
| Garry Tonakanyan |
Yandex |
Designers |
| Pavel Tyavin |
Yandex |
Analyst |
| Alexandra Yudanova |
Yandex |
Product PR lead |
| Alisa Berezhnaya |
Yandex |
Designer |
| Sergey Bondarkov |
Yandex |
Analyst |
| Igor Loshchits |
Yandex |
Head of Data Journalism Group |
| Iuliia Ovechkina |
Yandex |
Frontend Developer |
| Gleb Polushin |
Yandex |
Analyst |
Background
When Covid-19 came to Russia the life in the cities changed. International experience showed that to slow down the spread of the virus and thus save lives people should stay home. The president announced weeks off work to ensure safety and to decrease the number of social contacts. But people perceived this as vacation and went out for walks, BBQs and other free-time activities. Somebody had to do something, otherwise this behavior could cause an increase in new coronavirus cases. This is when Yandex, Russia’s largest creator of various apps and services for a more comfortable life used daily by over a half of the country’s population, decided to step in and use its resources to save people.
Describe the strategy
Yandex’s ecosystem includes dozens of services and apps for a comfortable city living like maps, taxi, movie and music streaming, food delivery, etc. Our apps are used by over 60% of Russian mobile users. Our homepage yandex.ru is the most visited page in the Russian segment of the web with over 70mln daily views. That is why when Covid came and the national self-isolation regime was announced we started to notice changes in how people used our apps. We decided to use anonymous trends from our services and create an aggregated Self-Isolation Index. We placed it on yandex.ru, so that it would be impossible for anyone to ignore it: regular users, bloggers, media and even officials. We also replaced an indicator of city traffic in all our map-based apps with our Index, as people checked these apps 2 times a day.
Describe the execution
It’s impossible to notice when one person changes its behavior but when there are many – it becomes a trend. And this is what happened. Staying on self-isolation, people didn't plan many routes, didn’t use metro map or order taxis. At the same time they ordered more deliveries, read more content and news feeds, watched more movies. We compared these anonymous trends from over 85mln users of 24 our main web services and apps with the same data from the times before the pandemic. After all calculations we aggregated the result into a simple 0 to 5 graded scale where 0 was equal to the regular activity on the day before the pandemic, and 5 meant most people were at home. The Index measured life for 173 cities with over 100k population. We sent push-notifications daily and when Index changed more then 0,3 points, so people were kept to date.
List the results
~8 billion total impressions, including worldwide coverage in news, media and social platforms.
+20mln search queries daily – Yandex became the most noticeable company in Russia during the pandemic and raised the number of users from 57 to 60% of Russian internet users.
The Index became an official metric of self-isolation across Russia, as the government noticed and started to refer to it in the meetings.
According to a research made by Higher School of Economic National Research University the joint efforts of people and government on self-isolation helped to prevent 80 000 deaths from Covid during the first two month of the pandemic.