Challenge / 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.
Solution / 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 favourite 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 is most active). When customers made an order to a participating restaurant on Uber Eats, they were presented with the custom Heetch packaging.
