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Yandex.Taxi
Year in review: Yandex.Taxi personal statistics 2018

RAN IN: Russia

CLIENT
Yandex.Taxi

AGENCY
Yandex.Taxi inhouse studio *Lead Agency


SUMMARY

Online taxi market growth in 2018 led to an increase in consumer demand for the services, drastic decrease in loyalty indicators and market commodization. We launched a simple, creative project focused on the emotional bond between the brand and its audience. We analyzed users’ habits during the year and designed 17 personalized taxi-types. Then we introduced a project within the app: users could view their statistics and share it in social media. During just 5 days before New Year (peak season with lots of advertising clutter and increased competition) we reached more than 5 mln users and exceeded our KPIs.

CASE VIDEO


Audience: The audience is vast because ridesharing is for everyone. The core audience is millennials, people who treat taxis as regular transportation. These are men and women between the ages of 25-34 with average or above-average income. Millennials use taxis more than anyone else leading up to the New Year. They value usability, ride comfort, safety, a positive emotional connection with the product, a personalized brand approach, and a brand’s credibility.

Objectives: Loyalty – prevent a decrease in our NPS of 36 points in what we identify as a declining market. Reach – touch 55% of the application’s audience between December 25-31 (according to Yandex.Metrics). Virality – the brand advertised on VKontakte and various Telegram channels. Based on the budget and coverage, Yandex.Taxi planned KPI for the total coverage of 1.32 million users. The project mechanics assumed the opportunity to share a post in social media, KPI by indicator - 10%. Yandex.Taxi didn’t set goals for revenue, but planned to compensate production and promotion costs (about 2.5 million rubles).

Type: B2C

Language: English, Russian