Boogaard Taxis is a new taxi company in Leiden, a small city in Holland with a large student community. Boogaard offers lower fares than the competition, but the question was: how do we directly reach the evening café crowd? Especially difficult, because the cafes already have a taxi number behind the bar. The brief therefore was to force a switch to another taxi service.

We decided to take the most direct route possible. To reach possible clients at the moment and place where the decision to take a taxi is made. How do you reach the target audience sitting in the cafe drinking beer? Under their beer glasses. We created a set of beer mats with humorous confrontational messages concerning the beer drinker’s state of mind. In other words, you’ve drunk too much or you’re going to drink too much, take a taxi. As conclusion on the beer mats: the name and number of Boogaard Taxis.

The campaign began in 16 cafes, this has now doubled. Also thanks to the enthusiasm of the café owners themselves. In the first month of the campaign Boogaard taxis already had 400% more fares.