Yandex asked My Agency to help them launch its new Internet browser, targeted at desktop users and in particular Russian language users of Google Chrome, (many of who still use Yandex as their default search). The primary job was to announce the browser and get people intrigued enough to go to Yandex.ru and download it. The secondary task was to enhance the message of user friendliness. The creative idea contrasts the simplicity of using Yandex browser with the hugely complex task of actually making it. In doing so we showcase some of the features of the browser, its general look and ease of use, but also humanise the technology by making 'heroes' of the computer scientists who created the browser. The campaign is part of an ongoing effort by Yandex to create more of an emotional connection with it's fan base and the commercial was directed by Egor Abramenko in Yandex's cool HQ in Moscow with key members of the Yandex team who actually created the browser.
So far the launch of Yandex Browser has been a huge success in Russia, with wide press coverage and almost 1,000,000 downloads within the first few days.