We needed a campaign that would fulfill all KPIs for the brand without breaking the bank. Despite 10 years in the market, people saw us as just a discounter, not a human-oriented and people-driven IT-business.

I took part in development of the strategy and brief for local creative agencies together with regional marketing managers. I curated creative tender and ideation processes, amplified and fine-tuned creative ideas. During the production stage it became obvious that the in-house team can deliver better results, on time and for a more reasonable price. We also decided to produce in-house 8 hours of AI video content for the project. It all needed my attention which I delivered. 

Quality media materials and several buzz-projects inside a 2 months 360 campaign allowed us to take over several cities in the country, raise awareness and see good growth. With all limitations kept in mind, we proudly reached about 19 million people out of 20,5 million living in Kazakhstan. And the message landed. The campaign helped deliver record growth: +14.1% new passengers, +21.7% new drivers, and our highest-ever Net Promoter Score of 46%. Brand awareness soared (+8pp unaided, +10pp prompted), and business performance surged across every core driver metric — proving that gratitude, when genuine, drives both hearts and results.

This was more than an anniversary. It was a tribute. A way to say: we’re not just here — we’re part of you. Ten years in the market. Ten years of trust, community, and belonging.

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