Task:
Organize the participation of rapper ZAQ from the Ninety One group in the first Yandex Qazaqstan Day technology festival, emphasizing the importance of the Kazakh language in modern technologies and presenting new Yandex services adapted for Kazakh-speaking users.
Our role:
- Negotiations between Yandex and ZAQ: agreeing on the terms of the artist's participation, determining the format of his performance and interaction with the audience.
- Coordination of content preparation: developing a performance script, focusing on the bilingual capabilities of the Alice voice assistant and the Neuro service, which provide support for the Kazakh language.
- Monitoring compliance with brand standards: ensuring a harmonious combination of ZAQ's image with the values and visual style of Yandex.
What was implemented:
- ZAQ's performance at the festival: the artist opened a track dedicated to the language, sharing his experience of promoting the Kazakh language through music and emphasizing the importance of its presence in the technological sphere.
- Creation of Reels and Stories: ZAQ visited the festival's interactive zones, tested new Yandex products, including the bilingual Alice and the Neuro service, shared his impressions on social networks using the hashtag #YQDay and the @yandexqazaq tag.
- Interaction with the audience: the artist demonstrated the work of new services, showing how Yandex technologies support and develop the Kazakh language, which found a response from festival visitors and subscribers on social networks.
Results:
- Raising awareness of new Yandex services: the participation of a popular artist attracted the attention of a young audience to the bilingual capabilities of Alisa and the Neuro service.
- Strengthening the image of Yandex as a company supporting local culture: the integration of the Kazakh language into the company's products and cooperation with local artists emphasized Yandex's commitment to the development of regional projects.
- High level of engagement in social networks: ZAQ's publications from the festival received a wide response, helping to spread information about Yandex Qazaqstan Day and the new capabilities of the company's services.
The Yandex x ZAQ collaboration at the Yandex Qazaqstan Day festival demonstrated a successful combination of technology and culture, showing how modern services can support and develop a national language in the digital age.