Heetchhhh 🤫 - Heetch promotes its biggest competitor during the Olympics

To guarantee its complete availability to Parisians during the summer, the ride-sharing brand Heetch is pushing millions of tourists to use Uber. Yes, their competitors.

This summer, millions of tourists from all over the world travel to the capital for a historic event. The issue of mobility in Paris is critical, and even the slightest journey can turn into a nightmare: public transport in disarray due to construction delays, metros completely full and buses running late, all while self-service bikes and scooters are in overdrive, saturated bike lanes and entire city zones closed to vehicles circulation ... the summer of 2024 will be a time of anxiety for the people of Paris and the Greater Paris.

Heetch is seizing on this opportunity to show Parisians that the brand will do everything, absolutely everything, to make their lives easier. Including advertising Uber, their competitor everywhere in Paris.

To ensure maximum visibility and reach as many tourists as possible, the ride-sharing app and its agency BETC Paris have launched an integrated campaign translated in 12 languages throughout Paris, with a message that couldn't be clearer: “Dear tourists, this summer, for all your travels in Paris, Choose Uber!”.

A daring bet for Heetch, which is leaving behind thousands of potential rides, as Renaud Berthe, CMO of Heetch, points out: “This summer's sporting events represent a huge influx of passengers from the 4 corners of the world. It's an opportunity worth tens of millions of euros for the ride-sharing market. But at Heetch, we've chosen to sit this one out, because serving this population would degrade the quality of service for Parisians, who are an absolute priority for us, even more so in this period when we know that transport is going to be disrupted.”

“It's rare for a brand to agree to promote its competitor. But it's the most beautiful expression of love to the people of Paris. Leaving behind thousands of potential rides to ensure constant availability, all in the Heetch tone, with a campaign translated in 12 languages,” adds Olivier Aumard, Executive Creative Director at BETC Paris.

The brand has included a QR code in all its communication materials, which links directly to the Uber app download page in the App Store and Google Play.

The campaign will be showcased in places frequently visited by tourists, such as airports, hotels, popular brasseries and cafés, museums, tourist attractions, and Olympic venues.

Through a comprehensive media plan that includes out-of-home ads on the outskirts of high-traffic areas, mobile digital out-of-home ads on buses and bicycles in the city's hot spots, as well as press coverage and a variety of tactical supports (such as media-tables, baguette wrappers in bakeries, pancake holders, French fry cones, etc.), the brand has one objective: to maximize the visibility of its campaign among visitors to the City of Light.

Heetch has also encouraged its own drivers and several influencers to promote the message and persuade tourists to choose Uber through social networking capsules. As an avid innovator, the brand has come up with the idea of translating these videos into the languages of the tourists who will be most present in the capital, thanks to the HeyGen AI.

By allocating its media budget to increase the visibility of its biggest competitor, Heetch is reaffirming its role as a privileged partner with this bold move.

CREDITS
Brand: Heetch
Brand Managers: Renaud Berthe, Hector Gruyer, Benjamin Sousa
Ad Agency: BETC Paris
Agency Managers: Mathieu Laugier, Aude Devaux, Lara Lefort
Strategic Planners: Etienne Averseng, Bilel Mahjoub
Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Aumard
Copywriter: Rafael Berdugo
Art Director: Romain Touze
Creative Resources Coordinator: Nathalie Sanseigne
Agency Producer: Sebastien Lintingre
Production Company: Soldats
Director: Benoit Marzouvanlian
Producer: Pierre Cazenave-Kaufman
Executive Producer: Laurianne Metais
Sound Company: Soldats
Music Composers: Baptiste Dedeyan, François-Henri Chambon