Uklon is a taxi service in Tashkent. In spring, we launched a 70% discount on the first ride. But in summer, new competitors entered the market with big discounts and huge advertising budgets. Our ads were left only in the metro. So we made the offer stronger: 70% off the first THREE rides.
Problem
To tell people about the new offer without a big media budget and stand out from the competition.
Solution
At night, together with local street artist Inkuzart, we snuck into the metro and painted over the old offer with the new one — turning a discount on one ride into a discount on three. In one night, we updated our own ads across 20 metro stations, making it look like vandalism. When metro staff noticed the changes, they took our banners down. But it was already too late — the story had made the news and spread across media outlets, social media, and Telegram channels. For free. That’s how we turned a simple ad update into a news story.
Results
Results: $46,500 – Estimated earned media value 3,000,000+ reach 8 out of 12 major media outlets covered the campaign 14 publications by influencers and marketing communities 500+ mentions Business impact: Organic installs: +23.5% MoM Organic new riders: +17.5% MoM Reducing CAC by 20.5% Trips: +4.1% MoM
