A marathon, not a sprint / This campaign illustrates in-group bias, where people show favouritism towards others they perceive as part of a shared group. Here, Heetch’s campaign prioritises serving the needs of Parisians and suburban residents over tourists. By encouraging tourists to use Uber, Heetch ensures its cars remain available for local users, strengthening its relationship with the local community.
According to the International Olympic Committee, ticket holders are expected to spend an estimated €2.6bn ($2.8bn) in Paris during the Games. While it might be tempting to capitalise solely on the Olympic buzz, Heetch strikes the right balance by investing in its long-term relationship with locals and leveraging the campaign’s PR potential to reach visiting tourists.
Embrace your differences / By encouraging tourists to choose Uber, Heetch positions itself against a major competitor, promoting its identity as a local brand for local people. In our Pick an Enemy tactic, we discuss how aligning your brand against an enemy that’s common to your audience can drive public support. Heetch is the David facing Uber’s Goliath, and campaigns like this help Heetch differentiate itself from the huge global corporation.
Highlighting its unique offerings is key to driving support for Heetch. Last year, we spoke with Olivier Aumard, executive creative director at BETC Paris, about Heetch’s Greetings From La Banlieue campaign. He told us, ‘Heetch was the only ride-hailing app that went to the banlieue. That differentiating point was real, we just told the brand that it had to say it.’
By consistently emphasising its commitment to local communities and distinctiveness, Heetch not only solidifies its brand identity but also fosters a loyal customer base that values the company's dedication to serving locals over tourists.
Got your back / Heetch touches on a timely movement aimed at the frustrations of mass tourism. This summer (2024), an anti-tourism movement has swept Europe, with locals claiming housing is in short supply and prices are being pushed up due to the number of visitors. For instance, in Barcelona, the city mayor pledged to eliminate short-term tourist rental licenses, like Airbnb, by the end of 2028 and restore 10,000 apartments to the residential housing market.
Paris faces similar scrutiny during the Summer Olympics. According to a New York Times article from January 2024, hotels and rental apartments have doubled or tripled their typical summer rates, soaring to an average of €1,000 ($1,085) per night from the usual €300 ($325). Additionally, the cost of a Paris Metro ticket is doubling during the Games, and even the Louvre Museum and Palace of Versailles have increased admission fees.
Heetch subtly addresses these issues, making the campaign feel relevant and relatable while emphasising that the brand prioritises the needs of locals – so much so that it would forgo tourist spend in Uber’s favour. This approach drives home the message that the ride-hailing service is committed to supporting Parisians during a challenging period.
