“Dear tourists, this summer, for all your travels in Paris, Choose Uber!”

This summer, as millions of tourists flock to Paris for the Olympics, even the shortest trips can become a challenge. At Heetch, we see this as an opportunity to prove to Parisians and Suburbans that we're committed to making their lives easier—even if it means recommending our competition, like Uber.

The challenge:

The Olympic Games in Paris are a once-in-a-lifetime opportunity for brands in France, especially if you're not an official partner. But how can you stand out against a giant like Uber, which will be everyone's go-to option when transportation becomes a challenge in Paris this summer?

The strategic response:

The Olympics are being promoted as a grand celebration for France, but for Parisians and those in the suburbs, they are already making daily life nearly impossible. Heetch is here for them, now more than ever. We'll even encourage tourists and visitors to use the VTC service they already know—Uber—so that true Parisians and suburbanites can keep Heetch all to themselves.

THE WORK

Why I think it’s cool

It's good to remind people that the Olympics are often a real pain in the ass for the people who live in these cities, but above all, it’s smart to take advantage of Uber's hegemony around the world to reinforce our legitimacy and strength at a local level.