Title | SELF-ISOLATION INDEX |
Brand | YANDEX |
Product/Service | YANDEX |
Category |
A05. Data / Insight |
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 |
Alisa Berezhnaya |
Yandex |
Designer |
Sergey Bondarkov |
Yandex |
Analyst |
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 |
Igor Loshchits |
Yandex |
Head of Data Journalism Group |
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 |
Iuliia Ovechkina |
Yandex |
Frontend Developer |
Sana Paritova |
Yandex |
Head of Corporate Communications |
Andrey Plakhov |
Yandex |
Head of Search Functionality Department |
Gleb Polushin |
Yandex |
Analyst |
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 |
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 creative idea
We came up with a simple idea: just as you can’t bring the temperature down if you don’t measure it, you can’t decrease the number of people on the streets if you don’t know how many are there. That is how the Self-Isolation Index was developed. This is an anonymous data-based tool that shows how well people are self-isolating in different cities. It is based on the anonymous data from over 20 Yandex apps and services that are used daily by over 60% of mobile users in Russia. We had to make this tool clear for everyone, even children, that is why we made it in a form of a simple 5-grade scale. To make the resultant number more emotional we chose to color it: the red color meant the citizens were on the streets and in danger, green color meant they were at home and safe.
Describe the strategy
Yandex’s ecosystem includes dozens of mobile apps for a comfortable city living like maps, taxi, movie and music streaming, food delivery, etc. These 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 and around 70% of mobile traffic. 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 his/her behavior but when many of them do, it becomes a trend. And this is what happened. Staying self-isolated, people didn't plan routes, use metro map or order taxi. At the same time they ordered more deliveries, read more content and newsfeeds, watched more movies. We compared these anonymous trends from over 85 mln users of our 24 main services and apps with the same data from before the pandemic. After all the calculations we aggregated the result into a simple 0 to 5 grade scale where 0 was equal to the regular activity day before the pandemic, and 5 meant most people were home. The Index measured daily life for 173 cities with over 100k population. We sent push notifications daily and also when the Index changed by more than 0,3 points, so people were kept posted.
List the results
~8 billion total impressions, including worldwide coverage in news, media and social platforms.
+20 mln search queries daily – Yandex became the most noticeable company in Russia during the pandemic and increased 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 it and started to refer to it in the meetings.
According to a research made by Higher School of Economic within the National Research University, the joint efforts of people and government during the self-isolation helped prevent 80 000 deaths from Covid during the first two months of the pandemic.