2021 Brand Experience & Activation


Category D05. New Realities & Voice Activation
Idea Creation YANDEX Moscow, RUSSIA
Media Placement YANDEX Moscow, RUSSIA
Production YANDEX Moscow, RUSSIA
Post Production YANDEX Moscow, RUSSIA
Name Company Position
Alexandra Novokhatskaya Yandex Creative Director
Inna Omelchenko Yandex Producer
Nikolay Nikitin Yandex Art Director
Valentina Ekimian Yandex Copywriter
Daniil Kolesnikov Yandex Head of Marketing of Voice Assistant Alice
Daria Zhdan Yandex Marketing Manager
Petr Abroskin Yandex Director of Marketing Operations
Elena Bondar Project manager at Computer Vision Service Project manager at Computer Vision Service
Konstantin Lakhman Yandex Developer at Computer Vision Department
Vladimir Lopatka Yandex Group Head (Group of texts)
Ilya Lebedev Yandex Editor

Why is this work relevant for Brand Experience & Activation?

Yandex is one of the largest local brands and its search engine is indexing Russian language content each second. Yandex gives a lot of time and effort to preserve the Russian language. Users spent a lot of time with our brand while using the “Poetry All Around” feature. This is how they got used to a new way of visual search and got a chance to read the best Russian poetry.


The Search app is one of the most popular products by Russian IT-giant Yandex. Recently we have added a smart camera option to our app. The camera is basically the new way of searching combining PC vision, machine translation and search technologies. It recognises objects and searches for them. So how do we make people use our visual search more and more? To solve this problem we came up with a very poetic idea.

Describe the creative idea (20% of vote)

Now poetry is all around you. “Poetry All Around” is a new feature in Yandex smart camera that finds poetry in everything around you. And it’s not just a simple search that puts together the image and its definition – it is the first Poetic Augmented Reality in the world!

Describe the strategy (20% of vote)

The audience is basically all the users of Yandex Search App that use visual search through Smart Camera. Our strategy was to gamify the feature and make people use it more frequently – and what’s more importantly to make poetry cool and hypel again. We knew that the best way for a person to learn something is to enjoy the process.

Describe the execution (30% of vote)

This unique technology in Yandex Smart Camera defines not only material objects but also meanings – it knows how to find unexpected matches of pictures and poems and how to demonstrate multiple layers of poetic canvas. For example, you take a photo of your beloved dog and you get Akhmatova’s poem about love. Or take a photo of the cat in the cat carrying case and the feature associates it with “the feeling of being a prisoner”. The algorithm is designed to look for poems of different Russian poets: from the classic ones to the very modern verses by famous rappers.

List the results (30% of vote)

Thanks to our new poetic feature recently we have managed to gain 10М+ reach, 100К+ daily users, 2k+ posts shared per day And we won the hearts of TikTokers by going viral on the platform. But the main thing is we were able to get people excited and bring poetry back to their daily routine. We also managed to help them form a new habit – people started searching via smart camera more and more.