Яндекс Лавка х Ясно: "Разложи по полочкам" - лендинг с тестом на уровень тревожности

Objective

Yandex Lavka, an express grocery delivery service, partnered with Yasno, an online psychology platform, to normalize conversations around anxiety and mental wellness. The campaign aimed to demonstrate that seeking psychological support is accessible and desirable, while leveraging engaging entertainment to reach a mass audience. The underlying business objective was to drive awareness of Yasno's services and acquire first-time users through a gamified, relatable experience.

Solution

An interactive web experience combining AI-generated video content with a psychological assessment tool. The campaign featured personified Lavka products (trembling gelatin, shy broccoli, lemonade with sour expressions) sharing their anxieties in conversation with a Yasno psychologist, demystifying emotional struggles. The core mechanic involved a 3-minute diagnostic quiz deployed on a dedicated landing (lavka.yasno.live) that identified sources of user anxiety and provided personalized recommendations. Users completing the quiz received a promotional code offering 15% off Yasno's first three psychology sessions. The experience integrated with Yandex Lavka's mobile app through a curated product collection, while video content was distributed across social channels. AI-generated neurovideo production by Open Production enabled rapid creative execution within two weeks.

Results

The campaign achieved 15 million people reached, 147,000 landing page visitors, 32,000 completed psychological assessments, and 30,000 content views in social stories.