City to city was doing fine, but we couldn’t ignore that the competitor had the appeal to the younger TA, who travels a lot.

Surely we wanted to stay en vogue and didn’t want to give in our leadership. The challenge was that the Kazakhstani youth thought of our app as if we’ve never updated since 2014.

To light the spark we created a 360 campaign that conveyed our purpose and spirit, and was extremely product-centered to show, not tell. With a fun insightful activation aimed specifically at Kazakhstanian youth, we’ve managed to change the market trend and fix brand metrics.

This campaign called for a more delicate approach from the brand perspective. My main goal was to balance brand and artistic considerations to make the campaign work for Gen Z, who can spot inauthenticity a mile away. With the help of the in-house and production teams we succeeded.

BHT showed +9pp growth of ‘Modern’ attribute. The campaign brought us +3,2% of new users, which was great news for a highly saturated market.

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