“I’ll get an Uber.” Annoyingly for Heetch, Uber dominates ride sharing. Heetch is number 2 and it offers the same cars, same speed—just 23% cheaper on average. French creative agency, Customer Service, and Heetch figured that it must be because some people enjoy spending more. So that’s who they targeted in their campaign.

They created UBEETCH, a promo code that lets customers pay 23% more for their HEETCH ride, bringing the price in line with Uber.

“We wanted to have some fun while making a point; HEETCH offers the same ride at a better price. UBEETCH is a tongue-in-cheek way to show how much people can save by choosing us. Ultimately, it’s all about giving riders more options and a smarter choice, stated Victor Sidorof, creative director at Customer Service.

The provocative tongue-in-cheek initiative running in Paris until mid-March, spans press, digital, and influencer channels, reinforcing Heetch’s position as France’s most affordable ride-hailing service.

“HEETCH is the cheapest VTC in France, and we’re not afraid to say it loud and clear,” commented Renaud Berthe, CMO of Heetch. “This campaign is a fun way to highlight how much riders can save by choosing us over our competitor.”

Credits:

Client: HEETCH
CMO: Renaud Berthe
Head of Marketing Europe : Benjamin Sousa

Agency: Customer Service
Creative Director: Victor Sidoroff
Creative: Jaime Ludena
Head of Development : Romain Taslé D’Héliand
Director: Thimothée Poirel
Producer: Axel Duarte
Editing & Motion: Hugo