Campaign details

Brand: Google
Brand owner: Alphabet
Lead agency: OMD Media Direction Russia, SLAVA
Contributing agencies: Digital BBDO, Ketchum
Country: Russian Federation
Industries: Information technology
Media channels: Competitions & contests, Events & experiential, Online display, Online video, Public relations, Radio & audio, Search marketing, Social media, Websites & microsites
Budget: 500k - 1 million

Executive summary

The online search engine and maps market has two major players in Russia: Google and Yandex. Russians perceive Google as a foreign company that understands little about Russia, and that's the key barrier for Google's further development in the Russian market.

The communication goals were to improve Google's brand perception among Russian internet users, and to be seen as a company that knows and understands Russian culture and life, and actively contributes to it.