Abai quotes in the city with Yandex Books: a special project in 6 cities of Kazakhstan

Starting point

People know Abai's quotes from school, but his voice is almost absent from everyday city life.

What we learned about the audience

Abai's words work more powerfully close to a person: in their city, near their university or gym. So the project is not about mass reach but about being present in different cities across the country.

Task

Prepare a special project for the 180th anniversary of Abai Kunanbayev together with Yandex Books to bring the thinker's voice back into everyday city life.

Solution

1. 01

   Quotes from the “Book of Words” were matched to four types of spaces: educational, cultural, sports and business

2. 02

   Stickers and posters with a QR code leading to Abai's books on Yandex Books; the style follows the Yandex Books brand book

3. 03

   Almaty, Astana, Taraz, Karaganda, Aktobe, Ust-Kamenogorsk

4. 04

   Seeding with local influencers via Reels and a final video

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Result

• Views in the first week715 000
• Interactions11 000
• Cities6
• ER1,6%
• CPV2,99 ₸

What worked

1. Local focus: the project came not only to Almaty and Astana but also to Taraz, Karaganda, Aktobe and Ust-Kamenogorsk.
2. Local influencers from Ust-Kamenogorsk, Aktobe and other cities showed the project to their audiences.
3. Quotes were matched to specific types of places, and the QR code led straight to Abai's books on Yandex Books.

Team

• Ekaterina LoganovaArt director
• Daria KurlykinaVideo producer
• Aidana ZaripovaCamera operator
• Ainur NaurbekovaProducer