Title | POETRY ALL AROUND |
Brand | YANDEX |
Product/Service | YANDEX SEARCH APP |
Category |
A03. New Realities & Voice Activation |
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
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 the 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.
We also 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?
This obstacle made us think of an unusual, technological and very poetic solution .
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.
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
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. In order to celebrate the beauty of the poetic world we’ve launched our feature on the Russian Language Day and supported it with the creative videos demonstrating the way it works.
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.