Silver Eurobest Award

Case Film

Presentation Image

Category F02. Challenger Brand
Entrant MARCEL Paris, FRANCE
Idea Creation MARCEL Paris, FRANCE
Additional Company HEETCH Paris, FRANCE
Name Company Position
Teddy Pellerin Heetch Co-founder & CEO
Mathieu Jacob Heetch Co-founder & CPO
Aylic Petit Heetch Co-founder & CTO
Hector Gruyer Heetch Creative Director
Antoine Clémenceau Heetch Brand Director
Tarik Tatihi Heetch Marketing Director
Benjamin Sousa Heetch Marketing Manager
Pascal Nessim Marcel CO-CEO
Charles Georges-Picot Marcel CO-CEO
Anne De Maupeou Marcel CCO Publicis France
Youri Guerassimov Marcel Exécutive Creative Director
Gaëtan du Peloux Marcel Executive Creative Director
Théophile Robaglia Marcel Art Director
Joseph Rozier Marcel Copywriter
Claire Bouzigues Marcel Junior Art Director
Salomé Becquard Marcel Junior Art Director
Lisa Videau Marcel Junior Copywriter
Sebastien Jauffret Marcel Associate Director
Yani Oukid Marcel Account Director
Ghislain Tenneson Marcel Chief Strategic Officer
Christophe Gillon Marcel Layout
Suzanne Pereira Dias Marcel Print Producer
Manon Lapeyre Marcel Production Director
Sveva Rossino Marcel Producer
Pierre Le Goff Marcel Photographer

Please tell us about how the work challenged / was different from the brands competitors

It was the first time a brand hijacked the Uber ecosystem to make them promote their competitor straight to their audience. How do you challenge a ubiquitous competitor like Uber when you are a French ride-hailing app with no budget? By hijacking our competitor's food delivery service, turning it into our own media, and having our competitor delivering straight to their audience all the good reasons they should switch to Heetch, in addition of delivering the good meal they have ordered of course!