Ribeiro is a home appliance retailer well known in Argentina for its unique instalments policy. Ribeiro finances products in many “mini-payments” to achieve extreme low prices. Our challenge was to develop an effective call to action campaign to attract new customers.

Ribeiro allows people to buy ‘big’ things for really ‘small’ monthly instalments. Keeping this in mind, we came up with a new selling strategy: "We don't have to sell. We have to make people aware that for the same amount of money they spend on day-to-day trivial items, they can buy a brand new product”.

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

- We reached people at the moment they where already spending money to offer a better deal for the same fee.

- Using the taxi’s ticket as the first instalment payment was an efficient way to attract consumers directly to Ribeiro.

- We kept Ribeiro’s main promise for real: Allowing people to buy ‘big’ things for ‘small’ fees.

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. Ex: “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 instalment 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 website increased 9% in the first month of this action.