Yandex: Yandex.Navi App Use Campaign

 

Client: Yandex
Product: Yandex.Navi
Category: Computers & Technology
Agency: Maxus Turkey
Country: Turkey
Year: 2014

 

Campaign Summary

Yandex.Navi was the first free navigation application launched in Turkey. At its debut in November 2013, the app was promoted to increase awareness and app downloads via a mobile CPC campaign, but the number of monthly active users was not very high considering the number of mobile users who had downloaded Yandex.Navi. In fact, after the initial launch, the MAUs decreased day by day. Therefore, the brand and agency employed a campaign in January 2014 that combined mobile rich media and audio to generate interest, and usage, in the app.

 

Objective and Context

Yandex.Navi didn’t have any real competition because it’s a free application, but there was still one other app, IBB Trafik, which had more MAUs. IBB Trafik enables people to see traffic in different locations in Istanbul but Yandex .Navi was said to show better routes. Other players include in the marketplace included Apple Maps and Google Maps. Because Yandex.Navi usage was declining, it needed to be re-introduced to increase the number of active users.

The target audience was people aged 18-plus who were both smartphone users and car owners. As it was a campaign that aimed to increase the number of active users, people who had already downloaded Yandex.Navi to their mobile devices were targeted. The brand tried to reach its target audience via location and time targeting.

Before Yandex.Navi, Yandex had launched another successful application called Yandex.Maps that shows only traffic. Those users could download Yandex.Navi , but they didn’t have a clear idea of why they should use it. That’s why the brand decided the new campaign needed to give users a reason to use it.

 

Creative Strategy

The aim of the creative was to get the attention of the app’s inactive users with rich media that combined audio and image to explain how users could benefit from Yandex.Navi. The aim was to activate them and have them become loyal to it. The creative was designed with one of Yandex’s publishers, MoveZ, to explain to users what Yandex.Navi stands for -- and how they can use it -- within a very short period of time: ten seconds. Even though it’s hard for one campaign to accomplish so many things: getting consumer attention, communicating a brand message, introducing the product and giving a reason to use it, images and audio were used. It’s not very common to use audio in mobile rich media in Turkey, and the conversions have been very successful.

The total budget was about $39,000 for a one-month campaign; 95 percent of the campaign budget was allocated to mobile, with a small allocation to TV. As the targeting options for the core target audience were a bit tricky, the brand focused more on devices, time and location.

 

Results

The campaign achieved its objectives. Before the campaign started, Yandex Navi was 94th in the Google Play Store and 34th on Apple App Store. After the campaign, the app achieved a no. 40 rank in the Google Play Store and was no. 6 in the Apple App Store. It also became first in the navigation and travel category, and the number of active users increased by 74 percent right after the campaign.

Furthermore, consumers loved Yandex.Navi. After the campaign, MAUs began to rise. By the end of July 2014, the app had nearly 1.5 million MAUs, because Yandex.Navi makes and continues to make every driver’s life easier than it was before.


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