Strategy localization
We carried the global communication onto the Turkish market: tone, meaning, and visual codes tuned to the local audience, without departing from the brand system.
New-market launch · Yandex Go · Antalya, Turkey
Antalya became the first market for the taxi launch. The challenge: make a global service sound "local" while staying unmistakably Yandex.
The client
An international ride-hailing service entering the Turkish market. The starting point — Antalya, the first launch city.
The brand has a strong global identity and strict guidelines. They can't be broken, yet you have to speak to the local audience in its own language.
The task
Adapt the global strategy to the local context and cultural nuances — honestly, transparently, with regional visual codes.
And, in parallel, bring the brand style into social media so the content felt native to the feed while keeping the brand's fonts, colors, and composition.
— Gallery
Key visual · Antalya
Stories
Localization TR · EN
Live footage · Antalya
Key visual: No Surprises about the Cost
Key visual: Aşk
Campaign key visual
Social: Tek Bir Dokunuş
Social: Her şey bir yolda
Live footage in Antalya
Live: Antalya
Live: by the yellow taxi
Reel cover— ABD's role
From adapting the strategy to monthly on-site production — a full cycle inside one team.
We carried the global communication onto the Turkish market: tone, meaning, and visual codes tuned to the local audience, without departing from the brand system.
We adapted the brand style for the platforms: keeping the fonts, color, and composition while making the content native to the feed.
A series of dynamic Stories built on everyday scenarios solved by a single action — "book a taxi." Simple, informative, relevant.
2D animation with 3D brand elements integrated. A hybrid of AI content, live footage, and animation — light in form, strong in recognition.
71 native integrations with local bloggers — from 5,000 to 130,000 followers. The bet was on a natural delivery and real user experience.
Monthly shoots in Antalya with a fast-moving team: both planned storytelling and quick reactions to trends.
— Result
Yandex Go entered the Turkish market with communication built for the local audience — and entirely within its own brand system.
— Next step · Free consultation
→ Book a slot · Telegram · MAX · Email — whatever's easiest
Telegram@stepan_abd MAXStepan Emailadbydad.agency@gmail.comA short first call — no decks, no fluff. We'll look at your site, social media or packaging, talk through the task and suggest where to start. No obligations on either side.
