Uber Heetch – The first Uber service that delivers its competitor’s ads

Heetch is the best alternative to Uber in France. But how to spread the word when Uber is everywhere? Especially with Uber Eats, the leader in food delivery. Well, the brand transformed Uber Eats into Uber Heetch. The first Uber service that delivers its competitor’s ads.

 

 
Paris-based ride-hailing app Heetch has low awareness in a market dominated by Uber. With a limited budget of €15,000 ($17,000) and no media budget, Heetch wanted to create a campaign to raise awareness of its brand and convince Uber users to choose Heetch instead for their next rides.
 

 
Working with Marcel, Paris, Heetch identified restaurants around Paris that deliver their food to customers using Uber Eats. Working with these restaurants, Marcel created 12,000 Heetch-branded meal boxes designed to transport the food made at those restaurants, such as burger boxes and noodle pots.

Each piece of packaging was printed with a message such as ‘We too are hungry, but not for our drivers’ money,’ ‘We won’t make you change your favorite meal. Just your ride-hailing app’, and ‘Your pizzeria pays its taxes in France. Why not your ride-hailing app?’ – all targeted at Uber.

Heetch distributed the packaging for free at its chosen restaurants and the stunt launched on the evening of Sunday 21 March (Sunday night is when Uber Eats most active). When customers ordered a participating restaurant on Uber Eats, they were presented with the custom Heetch packaging.

Credits
Brand: Heetch
Campaign: Uber Heetch
Tags: Guerrilla, Reframing, Creative Strategy, Stunt, Design, Creative Commerce, Creative Solution, France, Europe, Delivery, Food, Award-Winning, Outdoor Advertisement