Description
Our main competitors are taxi services that are ordered by phone. The situation is especially acute in Belarus and Uzbekistan. To compete with them, we enlisted the help of people whose phone numbers are just one digit off from those taxi companies.
We posted a “Wrong Number Operator” job listing in Belarus and Uzbekistan on Yandex websites, local job boards, and social media groups — on Facebook and VK. The only requirement: your phone number must differ by just one digit from a taxi company’s number.
Business impact:
– 231,000 new app downloads in Belarus
– 193,000 new app downloads in Uzbekistan
Response rate:
Over 1 million impressions in Belarus and Uzbekistan
Change in behavior:
First, people began using a convenient taxi app, breaking old habits. Second, those with similar phone numbers stopped receiving unwanted calls.
This professional campaign titled 'Wrong Number Operator' was published in Belarus, Russia, and Uzbekistan in July, 2021. It was created for the brands: Yandex Go and Yandex Taxi, by ad agency: Magic Camp. This Ambient, Content, and Experiential media campaign is related to the Automotive and Personal Transportation industry and contains 1 media asset. It was submitted 4 months ago by Yandex’s in-house creative studio: Magic Camp of Magic Camp.
Credits
Creative Director: Olga Veretinskaya
Senior Copywriter: Tatiana Kolotilova
Art Director: Lilia Popovskaya
Producer: Kirill Kotov
Post-production Producer: Susanna Norouzi-Gohara
Marketing: Ilya Borisov
Marketing: Ruzanna Simonyan
PR: Olga Demjanjuk
PR: Antonina Snezhinskaya
Head of Magic Camp: Mitya Meshcheryakov
