Dostyk Plaza and Wunder Digital Win Two Awards at E+ Awards 2026 Central Asia
The Dostyk Plaza and Wunder Digital project received two awards at the E+ Awards 2026 Central Asia—one of the key expert awards in the field of marketing communications effectiveness. The case won Silver in the “Special Audiences / Loyalty Programs” category and Bronze in the “Tech / Best Use of Technology” category.
At the core of the project is a solution to one of retail’s most pressing challenges: the anonymity of offline traffic. TSPM. and Wunder Digital successfully transformed offline visits into a manageable and measurable digital ecosystem.
Using the METER technology solution, tools were implemented to analyze visitor inflow and outflow, as well as track audience migration to competitors. User behavioral data was digitized and leveraged for more precise targeting through audience segmentation.
Key stages of the project included:
- Big Data analytics and segmentation of visitors into churn cohorts;
- Development of the Smart Plaza loyalty program as a direct communication channel with customers;
- Launch of omnichannel campaigns using targeted advertising (Meta, TikTok) based on segmented data.
Campaign Business Results:
- More than 98,000 visitors were brought back to the shopping center;
- Additional revenue exceeded 2 billion KZT;
- ROMI (Return on Marketing Investment) reached 1:10.
Nadezhda Ryazantseva, CMO, Customer Experience Strategist, TSPM.:
“For us, the main result is not the numbers, but a paradigm shift in response to a systemic market issue: retail marketing still often operates under the ‘promotions-for-traffic’ logic, without a direct link to revenue and business outcomes. We transformed it fr om a support function into a full-fledged revenue driver and a controlled growth tool, wh ere every decision is backed by data rather than intuition.
My key objective and takeaway is to prove to the market, businesses, and marketers: it’s not the most creative or the biggest-budget players who win, but the most systematic ones. Today, success is driven by the speed of hypothesis testing, the accuracy of measurement, and the ability to scale only what delivers real economic impact.
I see this case as the starting point for scaling a revenue-driven, low-budget marketing approach—aimed at bringing this model to the national and regional markets. It represents a shift fr om cost-based marketing to profitability-driven marketing, wh ere every step is measurable and controllable.
In my view, this case changes the rules of the game not only in Central Asia but beyond: we didn’t just achieve results—we outperformed global industry benchmarks. This is a direct signal to the market and businesses: the era of ‘gut-feel’ marketing is over. What works now is a managed growth ecosystem where analytics, product, and customer experience are integrated into a unified decision-making system.”
Dmitry Grigoriev, CBDO, Wunder Digital:
“For us, winning at the E+ Awards confirms that the era of intuitive marketing in retail has finally given way to mathematical precision. We proved that deep work with Big Data can generate transparent and predictable profit where there was once uncertainty.
We didn’t just bring nearly 100,000 people back to the shopping center—we built a system where every tenge invested in digital converts into a real transaction. A ROMI of 1:10 is a strong signal for the entire Central Asian market: data-driven marketing is now the most effective way to manage profitability.
This technological solution is a foundation for scaling across the region. We see this as the future of the agency business: not just executing campaigns, but acting as a strategic partner that builds a measurable growth ecosystem together with the client and takes responsibility for the final business outcome.”
Fedor Sennovsky, Media Director, Wunder Digital Kazakhstan:
“This case highlights the importance of proper audience segmentation and working with the groups that deliver the highest response and business value. Data from the research company METER helped us identify the target audience of Dostyk Plaza, ensuring multiple returns on advertising investment in this campaign.”
This case proves that systematic, data-driven work can transform business performance and create predictable growth.