In 2025, the Russian AI market became highly competitive. While younger users are already actively using neural networks, among those aged 35 and older the adoption rate is half as low, at 41% (https://wciom.ru/analytical-reviews/analiticheskii-obzor/neiroseti-instrument-a-ne-magija). Furthermore, according to Mediascope statistics for October 2025, only 26% of the population aged 35 to 44 use neural networks on a monthly basis, and just 4% use them daily (reference).
Problem
In a highly competitive and rapidly growing market, it was crucial for us to respond quickly – to roll out campaign flights targeting a broad audience, positioning GigaChat as an everyday expert "with real expertise" who could help with a wide range of life tasks, from simple to complex. However, the situation was complicated by the fact that this mass audience was not accustomed to using AI in their daily lives – so we wanted to develop a habit among consumers of turning to neural networks for help with routine matters. It was also important to increase daily active users and GigaChat's brand awareness.
Solution
We communicated that "GigaChat helps with real know-how". The videos and banners were an onboarding to AI: we showed how easy it is to use GigaChat without the need for complex prompts or programming skills. Just type a free‑form question – the AI gives an expert‑level answer We placed GigaChat into real‑life scenarios (helping with homework, planning home renovations, etc.), using prompts-examples: "Help me explain homework to my child", "I need a kitchen renovation plan" For maximum reach and immersion, we selected range of channels: • TV (from 17 October) – to build mass awareness and convey emotional narrative. • OOH – for reminders and increased frequency of contact. Within OOH, we ran indoor advertising (in schools, universities, gas stations, MFCs, taxis, Lenta and Magnit stores) as well as integrations into the storefronts of Yandex.Market, Miratorg, Komus, Pedant, April pharmacies, and others (from 24 October to 23 November). • Digital – for targeted impact and direct conversion to product usage. This multi‑channel approach ensured a consistent brand presence across daily environments and touchpoints.
Results
The campaign delivered significant results across key metrics, confirming the effectiveness of the chosen strategy: Business metrics: DAU (Daily Active Users) grew by 43% in December compared to September – this strong performance confirms that the campaign was truly visible and successful. We showed people how simply and quickly they could use AI for routine tasks – and they believed us. The mass audience began using GigaChat for everyday and more complex tasks, making their lives noticeably easier. Communication metrics: Aided brand awareness increased by 9 percentage points compared to September – indicating that GigaChat's positioning as an expert assistant has been successfully strengthened.
