Paris-based ride-hailing app Heetch faced a significant challenge. Despite being a strong alternative to Uber in France, it struggled with low brand awareness due to Uber’s dominant presence. With a modest budget of €15,000 ($17,000) and no media budget, Heetch needed a creative campaign to raise awareness and sway Uber users to choose Heetch for their rides.
With simpler rides, better paid drivers and taxes paid in France, Heetch positions itself as a positive alternative to Uber.
Campaign Overview
The Concept:
Heetch ingeniously turned the tables by leveraging Uber Eats, Uber’s popular food delivery service. They transformed Uber Eats into Uber Heetch, effectively creating the first Uber service that delivers its competitor’s ads.
Execution
Custom Meal Boxes: Heetch collaborated with restaurants across Paris that used Uber Eats for food delivery. They designed 12,000 Heetch-branded meal boxes (think burger boxes and noodle pots) specifically for transporting food from these restaurants.
Clever Messaging: Each piece of packaging bore witty messages directly targeting Uber. Some examples include:
1. “We too are hungry, but not for our drivers’ money.”0
2. “We won’t make you change your favorite meal. Just your ride-hailing app.”
3. “Your pizzeria pays its taxes in France. Why not your ride-hailing app?”
Distribution: Heetch distributed these custom meal boxes for free at the selected restaurants.
Launch Timing: The campaign kicked off on a Sunday evening (when Uber Eats is most active). When customers ordered from participating restaurants on Uber Eats, they received the eye-catching Heetch-branded packaging.
Impact and Results
The campaign successfully caught attention, reframed the conversation, and highlighted Heetch as a viable alternative to Uber. By creatively using Uber Eats as a vehicle for their message, Heetch made a memorable statement without a hefty media budget.
Lessons Learned
- Creativity Wins: Heetch demonstrated that even with a limited budget, creativity can make a significant impact. By thinking outside the box and using Uber Eats as a platform for their message, they effectively reframed the conversation and caught people’s attention.
- Leverage Competitors: Instead of directly competing with Uber, Heetch leveraged Uber’s own service (Uber Eats) to deliver their ads. This indirect approach allowed them to engage with Uber users without a head-on confrontation.
- Witty Messaging: The clever messages printed on the custom meal boxes were memorable and thought-provoking. They directly targeted Uber’s practices and highlighted Heetch’s unique selling points.
