"Cashback" is a word mentioned in advertising so often that people just ignore it. So when we needed to explain that with Yandex Pay, you can receive your bank's cashback as well as extra cashback with Yandec Plus points, we decided to create a character that would be hard to ignore — The Lunch Lady, a woman who won't leave anyone without some extra points. Then we launched a massive multichannel campaign starring The Lunch Lady in digital, TV and outdoor.