We decided to go where people were wasting their money and show them a better way to spend it. So we got into the place where spending money makes less sense: taxis. We installed touchscreen displays inside to show what you could buy for the price of a journey. Products matched the fare. Example: 'You could get a TV for this taxi ride'. Passengers could buy the product when the trip finished, using the taxi ticket as the first installment payment.

1- Taxis worked as Ribeiro’s itinerant stores. Ribeiro increased their points of purchase from 5 to 50 in Buenos Aires.

2- More than 450 people went to Ribeiro with their taxi ticket in the first 2 weeks.

3- Traffic to Ribeiro’s web increased 9% in the first month of this action.