In France, being a pigeon means being tricked, ripped off, or who paying way too much for something they could have got cheaper. But that… was before Heetch, turned paying less turns into an existential crisis. What happens when a pigeon realises it’s no longer being fooled?

Heetch and BETC Paris’ campaign, Pigeons not Pigeons, hijacks a symbol every French person knows, the pigeon, to explore humorously what it feels like… to stop getting ripped off.

What happens when a pigeon realises it’s no longer being fooled? It becomes a Heetch rider.

Pigeons not Pigeons presents pigeons in the throes of an existential meltdown, shaken by a shocking revelation – Heetch is the cheapest ride-hailing app, meaning they no longer have to feel like, well… pigeons.

“We wanted to tackle the topic of price without falling into a dry demonstration. So we chose absurdity as a tool for honesty. If even pigeons start questioning their own pigeon-ness, you know it’s serious,” stated Olivier Aumard, executive creative director at BETC Paris.

BETC’s absurd humour clearly states Heetch’s price positioning without the usual flashy discounts or marketing tricks.

Heetch remains the cheapest option across the Paris region, with proof on its live price comparison site, that lets users check real-time price differences with other ride-hailing platforms, instead of hopping from one app to another to find the best deal.

 “With the promotional noise coming from our competitors, we needed to reaffirm our price competitiveness, loud and clear. At Heetch, we don’t take people for pigeons. Well, actually, we do! But not really… Argh, now I’m confused,” commented Renaud Berthe, CMO at Heetch.

Pigeons not Pigeons is runnnig across social media, digital platforms, and radio.

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

Creative Agency: BETC Paris
Chief Creative Officer: Stephane xiberras
Executive Creative Director: Olivier Aumard
Art Director: Romain Touze
Copywriter: Rafael Berdugo
TV Producer: Sebastien Lintingre
Account Team: Mathieu Laugier, Aude Devaux, Lara Lefort

Production Company: Soldats
Executive Producer: Cedric Barus
Director: Mehdi Alavi