Striking thinking by BETC has Heetch producing a campaign that entices Paris’ millions of tourists to use Uber…

…Because then Heetch will be available for the locals

During this year’s summer holiday season, millions of tourists from all over the world will travel to Paris for the ultimate sporting event. The issue of mobility in Paris will be 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 vehicle 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 Parisiapetins that the brand will do everything, absolutely everything, to make their lives easier. That everything is inviting the millions of tourists present in the capital to use Uber, by advertising the competitor everywhere in Paris.

To ensure maximum visibility and reach as many tourists as possible, BETC Paris, the campaign has been 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!”.

It’s a daring bet for Heetch, 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,” added Olivier Aumard, executive creative director at BETC Paris.

The brand has added a QR code to all communication elements, linking directly to the Uber app download page in the App Store and Google Play. The campaign will be displayed in all the places most frequented by tourists – airports, hotels, popular brasseries and cafés, museums, tourist attractions and Olympic venues.

A media plan including out-of-home ads on the outskirts of high-traffic areas, mobile DOOHs on buses and bicycles plying the capital’s hot spots, press and a myriad of tactical supports (media-tables, baguette wrappers in bakeries, pancake holders, French fry cones, etc.), has one objective – to maximise the visibility of its campaign among visitors.

Heetch has also encouraged its own drivers and several influencers to spread the message and encourage tourists to choose Uber via social networking capsules. A keen innovator, the brand came 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.

Credits
Client: Heetch
Cliewnt Team: Renaud Berthe, Hector Gruyer, Benjamin Sousa

Ad Agency: BETC Paris
Account Team: 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