ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Innovation / Direct
Annual ID
ADC101_ADV056B
About the Work
With cheaper rides, better-paid drivers and 100% of taxes paid in France, Heetch is the fair alternative to Uber in France. Unfortunately, this message is hard to get noticed as Uber is absolutely everywhere. How do you challenge a ubiquitous competitor like Uber when you are a French ride-hailing app with no budget?
By hijacking their food delivery service, turning it into our own media, and having our competitor delivering straight to their audience all the reasons they should switch to Heetch. We transformed Uber Eats into Uber Heetch. The first Uber service that delivers its competitor's ads. We printed our messages on many meal boxes. Then we offered those boxes to some of the most popular restaurants on Uber Eats app. And voila! Our competitor did the rest.
We started by identifying the right restaurants that were willing to follow us and we built the operation with them: What would be the best packaging, which formats were the most popular, which boxes would be the most effective for each message etc...
Then we printed 12,000 packages according to all French food standards and each restaurant secretly received the boxes that would match the food they were selling.
All they had to do was wait for the D-day to start to use our packaging for all the orders they would receive from the Uber Eats app.
2022 Awards
Total Points: 9
Bronze Cube
Credits
Agency
Marcel / Paris
Client / Brand
Heetch / Paris
Art Director
Théophile Robaglia
Copywriter
Joseph Rozier
Creative Director
Hector Gruyer
Executive Creative Director
Gaëtan du Peloux
Youri Guerassimov
Photographer
Pierre le Goff
Producer
Sveva Rossino
Account Director
Yani Oukid
Associate Director
Sebastien Jauffret
Marketing Manager
Benjamin Sousa
Brand Director
Antoine Clémenceau
CCO Publicis France
Anne De Maupeou
Chief Strategic Officer
Ghislain Tenneson
CO-CEO
Charles Georges-Picot
Pascal Nessim
Co-founder & CEO
Teddy Pellerin
Co-founder & CPO
Mathieu Jacob
Co-founder & CTO
Aylic Petit
Copywriter apprentice
Thanapol Ekwattanachotkul
Junior Art Director
Claire Bouzigues
Salomé Becquard
Junior Copywriter
Lisa Videau
Layout
Christophe Gillon
Marketing Director
Tarik Tatihi
Motion designer
Julien Bovet
Maxime Philippeaux
Print Producer
Suzanne Pereira Dias
Production Director
Manon Lapeyre
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