Description
Context
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. But how could we spread the word without a big media budget and still stand out from the competition?
Idea
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.
Execution
In one night, we updated our own ads across 20 metro stations. And it all looked 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:
$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
This professional campaign titled 'Brandalism' was published in Kazakhstan and Uzbekistan in September, 2026. It was created for the brand: Uklon Taxi, by ad agency: SEED. This OOH Outdoor medium campaign is related to the Transport industry and contains 1 media asset. It was submitted 23 minutes ago by Business development director: Artur of SEED.
Credits
Art Director – Alfira Abdalimova
Account Manager – Yana Apunevich
Designer – Ernest Toleutayev
Copywriter – Roman Shakhbalaev
Copywriter – Yersultan Karanov
Creative Group Head – Rassul Abidov
Creative Director – Nail Muratov
New Business Director – Artur Karabajak
Local Consultant – Nurbek Yuldoshev
Artist – Inkuzart
