Case Film

Presentation Image

Title	UBER HEETCH
Brand	HEETCH
Product/Service	HEETCH
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!