The idea of steam taxi is strongly linked with the communication theme “Drink it hot for fast relief” and the product feature “hot remedy”. It was the very first time in Taiwan that taxi toppers were used with a moving, life-like feature. The steam taxi did not only demonstrate the product features but also received the audience’s absolute attention.

With support of this Steam Taxi, we let consumers understand the product features and how to use it, and we also achieved the communication goals. We received good sales results of a 60% increase, and tremendous free media exposure on national TV, print and online with a total value of NT$1,000,000.