How Heetch got their biggest rival to deliver their ads
When the market is dominated by a single player, it can be difficult for new entrants to even make a splash. One ride-hailing app decided to hack the system by hacking the dominant player, getting Uber to deliver ads for them. For free.
Context
Paris-based ride-hailing app Heetch had low awareness in a market dominated by Uber. With a modest budget of €15,000 ($17,000) and no media budget, Heetch needed a campaign to raise awareness of the brand on a dime - so they got Uber to deliver their ads for them.
Objectives
- Increase Heetch's brand awareness
- Increase preference for Heetch over Uber for future orders and rides
Strategy
Heetch found restaurants all over Paris that used Uber Eats to deliver their food. Heetch created 12,000 branded food boxes, designed to transport the meals made at those restaurants, such as burger boxes and noodle pots. Provided to the restaurants for free. Each piece of packaging was printed with a message such as ‘Your pizzeria pays its taxes in France. Why not your ride-hailing app?’ or 'We too are hungry. But not for our drivers' money.'
Outcome
The campaign led to a 23% increase in brand preference, an 8% increase in ‘intent to try’ and 7.8 million media impressions with €0 media invested.
Watch
The work
