White Square | Белый Квадрат

Работы

Название

Wrong Number Operator

Рекламируемый продукт

Yandex Taxi application

Идея

Objectives: Yandex Taxi is a ride hailing app and its goal is to grab this market share by changing consumption patterns of the traditional taxi customers. Target audience: Сustomers from Belarus and Uzbekistan which use traditional taxi services and call by phone to get a taxi ride. Сreative idea: Phone numbers of taxi companies are easy to remember, but people still get called up at night because their phone numbers are off by a single digit from any taxi company’s number. We decided to hire these people as our consultants. Their job is to direct people to download the Yandex app. Implementation: Our main competitors are taxi services called by phone. To fight them, we enlisted the allies of people whose phone numbers are close to these services’ numbers. We posted the wrong number operator job on the Yandex websites in Belarus and Uzbekistan. The only requirement was: your phone number is off by a single digit from any taxi company’s number. Placement: Yandex websites in Belarus and Uzbekistan, local job sites and groups in social networks ー FB and VK. Business impact: – 231 thousand new app downloads in Belarus; – 193 thousand new app downloads in Uzbekistan. Response rate: Over 1 million impressions in Belarus and Uzbekistan. Change in behaviour: First, people started using a convenient taxi service, breaking archaic habits. Second, people whose phone numbers are close to these services’ numbers got rid of unwanted calls.