POETRY ALL AROUND

TitlePOETRY ALL AROUND
BrandYANDEX
Product/ServiceYANDEX SEARCH APP
Category A06. Innovative use of Technology
Entrant YANDEX.MUSIC Moscow, RUSSIA
Idea Creation YANDEX Moscow, RUSSIA
Media Placement YANDEX Moscow, RUSSIA
PR YANDEX Moscow, RUSSIA
Production YANDEX Moscow, RUSSIA
Post Production YANDEX Moscow, RUSSIA
Credits
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

Background

Yandex is one of the largest local brands and its search engine indexes Russian language content each second, Yandex gives a lot of time and effort to preserve Russian language. Our Search App has a non-standard feature of visual search in Smart Camera – it lets users search for any info by taking pics of objects. At one point we found out that many people in Russia do not read poetry after they finish school. So how do we make people use our technology more and more and fall in love with poetry at the same time?

Describe the creative idea

Now poetry is all around you. “Poetry All Around” is a new feature in Yandex smart camera that finds poetry in everything around you. The poetic feature that we designed was not a simple search that puts together the image and its definition – it is the first Poetic Augmented Reality in the world.

Describe the strategy

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

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

Everyone in Russia was forced to read too much poetry at school and therefore everyone hates it. But we, as a local brand, strive to develop and popularize the Russian language, as it is our DNA. So through play and interest, we made people read poetry. We also managed to help them form a new habit – people started searching via smart camera more and more. Thanks to our new poetic feature 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.