Ribeiro is a home appliance retailer well known in Argentina for its unique instalments policy. Ribeiro finances products in lots of mini-payments to allow people buy big things for small monthly fees.

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 nonsenses, they can buy a brand new product”.

So we thought about places where what you pay is ridiculous compared to what you we get. We decided to get 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. To attract them even more, they could use the taxi ticket as the first instalment payment.