Campaign Challenge
Hangster, a hangover-relief drink, needed to reach drinkers at the precise moment of relevance — around nightlife. The challenge was building a media-and-sampling vehicle that could be both highly visible and perfectly contextual.
Our Approach
Taxi-as-Media
Used taxi wraps and drivers as KOCs for targeted, contextual sampling across the city.
Moment-Based Targeting
Focused activity around nightlife zones to reach drinkers at the right moment.
Mass Sampling
Distributed 10,000+ bottles of the hangover-relief product directly to the target.
Visible Reach
Generated 500,000 impressions across 100+ wrapped vehicles.
Campaign Results
The activation wrapped 100+ taxis, generated 500,000 impressions, and put 10,000+ bottles into the hands of drinkers at nightlife moments — turning the city's taxi fleet into a contextual media-and-sampling network.