Google: Anna Karenina Live Edition

This case study describes how Google, the internet search company, improved its reputation in Russia by celebrating one of the country's most famous novelists, Leo Tolstoy.

Planning Unite & Amaze the Audience

What we wanted to achieve was no less ambitious than to unite the whole Russian speaking world under the umbrella of Anna Karenina novel online readings and amaze it with the beauty and relevance of classic literature.

The idea was to showcase that online readings of Russian classics can unite people which would have never met in reality: celebrity actors, politicians, sportsmen, scientists, as well as journalists, bloggers and common Internet users regardless of their age, political views, place of living and social status.

Planning objectives

Business objective

  • Transform attitudes towards Google in Russia...

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