In 2025, the Russian neural network market became highly competitive, featuring both domestic and foreign developments. At the same time, older demographics are reluctant to use neural networks, perceiving them mainly as tools for work‑related tasks. GigaChat ranks among the top popular AI tools, yet it is still not widely adopted among the broader audience.
Problem
GigaChat was perceived by the audience as a complex and cold tool for work tasks, rather than a helpful assistant for everyday matters. Against the backdrop of intense competition among neural networks, we needed to do more than just grab attention – we had to break the stereotype of technology being remote and show its ability to deliver emotions and a festive mood, while engaging a mass audience, including less tech‑savvy users.
Solution
By creating a sense of shared involvement and producing bright, joyful New Year artifacts, we showed that technology is also about emotions, about every one of us, about the holiday. We launched a special project designed to lift spirits, offer a creative way to wrap up the year, and bring GigaChat closer to people. Powered by GigaChat's technology, we built an interactive landing page that became the core of the project. Users could: • Create a Christmas tree ornament: upload a photo, and the neural network would turn their face into a character for a custom festive decoration • Generate a personalised year‑in‑review podcast: fill in a few fields, and GigaChat would produce an audio story about the user, narrated by Ded Moroz and the Snow Maiden To boost engagement and motivate participation, we held a prize draw from Sber, offering SberPrime subscriptions, smart speakers, TVs, and more. For maximum reach, we used a wide range of channels: • Landing page – the central hub • Display advertising (SberSeller, Avito, Ozon, Wildberries, Yandex services) – broad‑reach channels on popular marketplaces and ecosystem services where audiences spend a lot of time before the holidays searching for gifts and New Year goods • Performance channels (contextual ads, CPA) – driving targeted traffic directly • Influencer integrations and Telegram placements – influencers acted as ambassadors, showcasing their own experience of creating the artifacts • Twitch – reaching a young, active audience through live interaction and streams • Special projects on VK and Odnoklassniki – social platforms where audiences are engaged with holiday content and love sharing personalised results • Outdoor advertising – capturing attention in public spaces during the pre‑New Year period • Radio – reaching a mass audience
Results
As a result, we exceeded our KPIs, demonstrating that AI can even help in creating a New Year's miracle that seems far from technology. Marketing metrics: Over the course of the campaign, the site was visited by 760,397 users, of whom 141,908 logged in. Users generated 173,414 personalised Christmas ornaments and created 85,780 personal year‑in‑review podcasts. Communication metrics: We succeeded in breaking the stereotype of AI being "cold", showcasing GigaChat's ability to produce warm, emotional artifacts. The 18-45 age group was engaged in a positive, festive experience of interacting with our AI.
