#HeetchInGame showed how the gaming medium can be used at its best, in a culturally relevant, impactful and interactive way. This activation was designed to reach out to a younger audience in an unexpected but clever way. As gaming is part of their everyday lives, we decided to create a mutually beneficial experience by solving identified gamer insight while promoting a service solution to IRL problem. Gaming space is a perfect place to demonstrate our safety and for Heetch to make a statement, as no-one would be put to harm. A seamless experience to showcase concrete proof-of-concept.

When choosing a ride-hailing app today, the question is not about price anymore: it’s about safety. 56% of 18-25 year olds don’t feel safe when coming back home (Harris interactive france study), and the TikTok trend about uber safety reinforced this statement.

Since its creation, Heetch presents itself as the safe and affordable way for users aged between 18-25 to get home safely at night, primarily to Paris and surrounding suburbs. Our objective was to install Heetch's safety promise towards its audience and prove the brand's quality and standards.

Facing uber VTC hegemony, the main challenge was to find a way to emerge as the socially virtuous challenger. Matching the brand’s audience interests and cleverly integrating our brand into the digital world appear as the obvious solution to reach out to them, to be more relevant and meaningful.

As a young audience dedicated brand (18-25 y.o), Heetch has a real legitimacy to claim within the gaming industry. That’s why we decided to take our safety promise to life into the gaming world, to emerge and reach our audience in a more impactful way. To do so, we chose the new trending battle royale title : Call Of Duty Warzone 2.0, and its latest innovative “proximity chat” feature (allowing players to communicate with everyone around them, even if they’re not on their team).

In this game, players are struggling to drive safely from point A to point B in-game in the trending various battle royale titles, being targeted by other players constantly.

That’s why we decided that we, as the safest VTC service IRL, seized the opportunity to respond to this authentic gamer insight while promoting our service, without interfering within their gaming experience.

As the most appealing and trending battle royale game of the moment (25 millions players in 5 days following the release), Call of Duty Warzone 2.0 was a perfect match for Heetch to connect with its audience in an interactive way.

For an exclusive Twitch stream, we recruited a former Call of Duty pro-player, LowAn, to become a Heetch driver, in-game. Through proximity chat, our driver promoted his ride-hailing service to meet new clients, with the promise of driving them in total safety wherever they desired on the map.

Facing numerous challenges, showcasing his knowledge of the environment, our driver proved that Heetch was the safest ride … Even in the most dangerous place!

While driving, LowAn was advocating the Heetch VTC service to his in-game clients and Twitch community, providing them with an exclusive promotional code.

The event was teased directly on LowAn social media, to redirect the audiences towards the twitch stream. During the stream, the whole visual identity of the streamer was rebranded to the colours of Heetch: title of the stream: #HeetchInGame, overlay, announcement of the challenge "The Safest Ride" through the promo codes and the intervention of the brand itself in the chat.

The live event had some great moments, from Lowan finding himself transporting 15 gamers in one car, to a chance encounter with THE number one french Call of Duty streamer, ChowH1, who played along and started protecting the #HeetchInGame. Gamers were able to enjoy an entertaining night with their favourite streamer without feeling as a marketing target. Following the event, a media campaign of Clips and best moments of the stream were then broadcasted on TikTok and Youtube.

We couldn’t have expected a better reaction from LowAn’s community, sending amazingly kind and enthusiastic messages on the chat, both in Twitch chat, and also on social media.

Our first objective was to emerge in an overcrowded environment, and it was a success, with 8 million impressions on the brand message, 6.5 millions views of the livestream content. Moreover, the idea of this campaign was to be as interactive and collaborative as possible, to create a meaningful connection between Heetch and its key audience. Heetch claimed, through this operation, more than 650k interactions in total. This whole activation was designed to prove Heetch Safety in-ride, and that’s why the KPI we’re most proud of is the +100 passengers we drove to their desired destination in total safety. Gamers were able to enjoy the experience of our VTC service both in-game and IRL through the dedicated promotional code.

In a hyper competitive French VTC industry, the golden age of low-price priority for consumers has ended. For a few years, the main focus has been about safety during the rides, especially since there are now so many competitors on the VTC market in France. As the historically safe-in-ride brand, this operation allowed us to create a relevant proof-of-concept in a very meaningful and impactful way towards our young audience. For years now, Heetch has been one of the favourite youngsters brand in France. During their trial back in 2016, french millennials expressed an amazing support to the brand around the hashtag #TouchePasAMonHeetch (don’t touch my Heetch). This was due to the fact that it was the ONLY VTC brand that accepted rides to every destination, even in hard neighbourhoods and suburbs. This movement even led to a physical manifestation.