Heetch's Cheeky World Cup Campaign | Clapboard Ad Archive

FRENCH RIDE-SHARING APP PULLS OFF CHEEKY HACK

Description

In December 2022, Heetch, the French ride-sharing app, executed an ingenious and memorable campaign during the World Cup, crafted by BETC Paris, that cleverly challenged the dominance of industry giants typically dominating advertising during this global event. Recognizing the enormous advertising expenditures by major brands every four years at the World Cup, Heetch strategically devised a cheeky hack to amplify its visibility without a conventional massive budget. The campaign’s brilliance lay in its experiential and integrated media approach, bridging the electronic devices and sports industries in a seamless activation. Several weeks prior to the tournament, Heetch reached out via Instagram to Zlatko Dalić, the manager of the Croatian football team, with a unique request: to select as many players as possible whose surnames contained the suffix "ic," such as Modrić, Livaković, Oršić, and Brozović. Since pronouncing these names aloud naturally echoed the brand’s name, Heetch managed to orchestrate the largest advertising campaign ever, simply by leveraging the power of the players’ names on the pitch. This clever tactic not only generated organic buzz and a relatable narrative among football fans but also positioned Heetch as an innovative, agile brand capable of punchy, disruptive marketing in a highly competitive space. The campaign’s audacity and creativity showcased how strategic thinking and cultural insight can overturn traditional advertising dynamics, making Heetch’s presence felt amidst the attention giants of the World Cup. This singular media asset encapsulated the brand’s spirit—bold, witty, and authentic—resonating deeply with the target audience and marking a groundbreaking chapter in sports-related experiential marketing.

Credits

Client

Heetch

Agency

BETC Paris

Brand

Heetch

Brand Managers

Renaud Berthe, Hector Gruyer, Benjamin Sousa, Noomen Ben Mustapha

Agency Managers

Mathieu Laugier, Aude Devaux

Chief Creative Officer

Stephane Xiberras

Executive Creative Director

Olivier Aumard

Creatives

Natan Ritaly, Raphael Sold

Traffic Manager

Nathalie Sanseigne

Strategic Planners

Armonie Sanders, Bilel Mahjoub

Music

GUM

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