Campaign details

Brand: Google
Brand owner: Alphabet
Lead agency: OMD Media Direction Russia, SLAVA
Contributing agencies: Digital BBDO
Country: Russian Federation
Industries: Information technology
Media channels: Online video
Budget: Up to 500k

Executive summary

Google is one of the leading search engines on the Russian market. However, there is one area, namely community knowledge and understanding, where Russians favour Google's local competitor (Yandex). To strengthen its position in Russia, Google wanted to prove its local expertise.

The end of the year – the time when people tend to look back and draw conclusions about the year that has ended and start making plans for the coming year – was believed to be the ideal period for Google to remind its audience of its deep engagement and involvement with local events, places, moods and the life of Russian people.