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Yandex Go Intercity × Ghetto Dogs: A Music Collaboration to Launch the Service
To support the launch of Yandex Go Intercity, we chose a format that would introduce the service through music and culture rather than traditional advertising. Together with Ghetto Dogs, we created the song “Dai Povod”, followed by the concept and production of a music video in which the service was integrated naturally into the story. At the same time, the Grey Cardinals team provided full PR and digital support, including media relations, social media distribution and promotion across digital and music platforms. The music release became a full-scale communications project that helped bring the new service to a broad audience while strengthening Yandex Go’s association with contemporary local culture and creative collaborations. The campaign generated more than 2.7 million in reach, secured coverage in leading Kazakhstani media and sparked organic engagement across social platforms.
Project objectives:
Raise awareness of Yandex Go Intercity, create an emotional and native communication format, integrate the brand into music content, provide PR support for the release and expand reach through digital platforms, social media and earned media.
Daniya Abdrakhmanova
New Business Director
Our goal was to make Yandex Go Intercity part of the kind of content people genuinely want to watch and listen to. Instead of relying on direct advertising, we built the campaign around a music collaboration with Ghetto Dogs. The song and video became a story in their own right, giving the brand an organic presence in the media landscape and reaching more than 2.7 million users.
Results:
Total reach: 2,721,023 users
Media: coverage in leading Kazakhstani outlets
Digital: social media and music platforms
Engagement: shares, comments and organic conversation around the project