Honest in Parts

The business problem the client came with

We had to launch Yandex Split in Uzbekistan’s overheated installment market. The audience was already familiar with such services, but tired of hidden fees and confusing terms. We needed to develop the brand’s first communication with a focus on radical transparency — honestly showing overpayments and making the payment schedule clear.

Business pain:

• Start the product in a category already divided between major players.
• Overcome the distrust of an audience tired of hidden conditions.
• Find a convincing way to communicate the values of Yandex Split.