Case Study

The Lucky Taco

Western Springs Takeover

The Lucky Taco brought its signature street-level energy to Western Springs with a poster takeover built around a city-wide taco treasure hunt. People were encouraged to find and photograph posters across Auckland for the chance to win, turning the campaign into something to actively seek out and share. The activation helped carry more than a decade of street-level brand loyalty into The Lucky Taco’s new nationwide retail presence, generating organic reach across social while bringing plenty of colour and personality to the street.

Phantom Billstickers Auckland - Street Poster Advertising - The Lucky Taco
Phantom Billstickers Auckland - Street Poster Advertising - The Lucky Taco
Phantom Billstickers Auckland - Street Poster Advertising - The Lucky Taco

Lots to taco 'bout.

Bold, full-colour street posters at Western Springs paired with an interactive giveaway, designed to build brand awareness and turn outdoor advertising into something people wanted to find, share, and talk about.
Phantom Billstickers Auckland - Street Poster Advertising - The Lucky Taco

Find, snap, win.

Phantom placed The Lucky Taco's bold, full-colour creative on street poster frames at Western Springs, deliberately loud to match the brand. Posters doubled as an entry point into a giveaway, encouraging people to seek them out in person for a chance to win. The mechanic drove people onto the street and online in parallel, with participants documenting and sharing their progress across social media as they engaged.
Phantom Billstickers Auckland - Street Poster Advertising - The Lucky Taco

Read the full story.

This is only half the story. The full case study covers the strategy, the thinking behind the approach, the results, plus a few extra details. Download it below to read the rest.
DOWNLOAD THE FULL CASE STUDY →

Read the full story.

This is only half the story. The full case study covers the strategy, the thinking behind the approach, the results, plus a few extra details. Download it below to read the rest.
DOWNLOAD THE FULL CASE STUDY →

From planning to paste.

You tell us who you're trying to reach. We find where they actually spend time offline, plan the campaign around those streets and suburbs, and take care of the rest. For brands built on digital, it's the easiest way to show up in the physical world.
OUR STORY →
"We started with a food truck, so being seen in the real world has always mattered to us. Posters help create awareness, build familiarity and reach people beyond social media."
Sarah Frizzell, Founder/Director, The Lucky Taco
Our take:
The Lucky Taco's campaign shows what happens when a street poster becomes something people actively want to find. By turning the takeover into a city-wide treasure hunt, Phantom helped bring Lucky Taco’s street-rooted personality into its new nationwide retail presence, giving people a reason to engage with the posters beyond simply seeing them. It’s a prime example of how a simple outdoor idea can create a physical interaction that carries into social, turning visibility into participation.
Phantom Billstickers Auckland - Street Poster Advertising - The Lucky Taco
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