A campaign that includes outdoor advertisements on roads at the main access points to Buenos Aires City and tourist centres, as well as static advertisements in stadiums during international soccer matches and major-league championships of the Argentine Soccer Association (AFA), and in the Argentine Polo Field during polo championships. The campaign is complemented by the "Taxi" commercial which was featured on TV and radio.
The purpose of all such campaigns is to raise the consumer’s awareness of the importance of adopting an attitude of responsible consumption and the incompatibility of drinking and driving. To reinforce the message of responsible consumption, 100,000 coasters with the campaign slogan were distributed to bars and discos throughout the country.
The TAXI TV commercial has reached 7,000,000 adults.