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 as a complex, cold, and distant tool meant for serious tasks, rather than an AI for everyday use. The audience also did not see it as a way to make New Year preparations easier. An additional challenge was the intense competition in the AI category – it was essential not just to grab attention, but to build an emotional connection with the user. Objective: To bring GigaChat closer to a mass audience by breaking the stereotype of neural networks as a complex and abstract tool, through addressing real everyday tasks during the pre‑New Year rush. Tasks: 1. Attract the attention of shopping mall visitors to GigaChat's capabilities by creating the effect of the "world's first shopping mall with AI." 2. Engage the audience in direct interaction with the neural network via stands with ready‑made prompts, demonstrating the simplicity and usefulness of AI through relatable everyday examples. 3. Establish a lasting association of GigaChat with solving real problems and reducing stress during the busy pre‑holiday shopping period, thereby strengthening the emotional connection with the brand.
Solution
We took an ordinary shopping mall and turned it into Giga Mall. Literally: we changed a single letter on the sign, branded the entrance doors – and from the very threshold, every visitor stepped straight into the high‑tech world of GigaChat. The mall itself became the main channel – everything happened right inside the Riga (Giga) Mall. People walked in, saw it, and tried it out. On digital stands near the stores, we placed themed banners with ready‑to‑use prompt examples. All a visitor had to do was scan the QR code on the banner and send GigaChat that exact prompt. Whether they needed a gift for their mum, a friend, or a colleague, an outfit for a corporate party, or a recipe – they could simply ask GigaChat and get a clear, accurate, personalised answer. No effort, no stress, no hassle. And to make sure more potential visitors heard about it, we brought in influencers. They showed what Giga Mall is and how it works, and told everyone where to find New Year gifts without the usual headache.
Results
The key takeaway – we reinforced GigaChat's image as a genuine AI assistant and brought it closer to everyday people. It is not just a tech story, but a truly useful tool that helped people prepare for the New Year without unnecessary hassle. A total of 135 advertising surfaces were deployed, with an OTS of 75,600 thousand over the period.
