We created a fictitious competitor of “Bullet” that was called taxi “Tortilla” (means TURTLE in Russian).and started to promote it as "the cheapest taxi in the city, even cheaper than taxi “Bullet”.“Tortilla” was unique, being the first taxi service without cars.People carried passengers on their shoulders. To advertise “Tortilla” we used a corporate site, internet commercial, “Tortilla” even had a telephone number. On dialing, people were put on endless hold.

Apart from that there were real Tortillas working in the city.People in uniform offered shoulder riding for everybody and handed out cards with the main message.

The news about unusual taxis was quickly spread in the city’s internet portals and was discussed in social networks. More than 70 000 people dialed the number of taxi “Tortilla” and more than 150 000 people visited the website.Clients database of taxi “Bullet” has grown three times to attract the major part of young people.Now to go quickly and at a low price it is the first taxi people call.