Heetch

Client.

Heetch

Rebranding. Navigating transformations & change management processes.. Advertising. Content Creation. Film & Motion. Mobility.

We defined the category (and colour) of mobility in Angola.

Entering the Angolan market was a challenge for a French mobility platform. Understanding the brand's ambition and having a deep knowledge of the local reality, we have been creating various campaigns—from the launch moment until today—that have immediately placed Heetch in the lead and continuously consolidate its brand presence and differentiation/service relevance, both for passengers and drivers.

Challenge.

Heetch challenged us to plan its entry into Angola, the first international private transport company to do so. The Angolan market, like sub-Saharan Africa, faces many challenges: informal providers like candongueiros and kupapatas taxis dominate; there's no public transport or road planning; and a population that does not have the purchasing power to commute between suburbs and urban centres.

Digital mobility solutions in the country had a very residual weight, and consumers were unfamiliar with their use. Therefore, it was crucial to start from scratch, explaining benefits and operation.

Strategy.

Considering this context, our approach to Heetch’s launch would have to include two phases.

The first phase aimed to publicise the brand and educate people about the business. It explained what a mobility platform is, demonstrated the service's advantages, and made calls to action to boost app downloads and attract new drivers.

The second phase aimed to create awareness and push the service, expanding subscriptions to the app and the base of new drivers and increasing the service's supply and use.

Brand Launch.

Heetch's introduction to the Angolan market required a concept based on the app, mobility and accessibility. And that's exactly where we ended up with the “Toca a Bazar” concept. It’s a combination of two words for an informal expression that means “let’s go!” where “toca” has a double meaning of “ringing”.

A creative concept materialised in a vibrant and upbeat campaign. Which was then adapted for Christmas, rounding off the year and the first phase of our strategy.

Brand Awareness.

After this start, we moved on to building brand awareness. The aim was to show Heetch's values and differentiation.

Based on the insight of the lack of space and comfort passengers experience when travelling by candongueiro, but with enough elasticity to communicate with the drivers as well, we created the concept “Chega de andar apertado. Baza à vontade” (No more cramped rides. Zoom off with ease.).

This campaign was enhanced by Heetch's signature pink, which stands out for its energy and projects a fresh attitude. It also featured a jingle created by Born that stuck in everyone's head

After this campaign, Heetch had definitely made itself known in the Angolan market, but it wasn’t going to stop there. With the notoriety it had gained, the brand was already part of everyone's conversations and daily lives. Now, it was necessary to demonstrate its democratisation through a positive narrative of mobility accessible to all: drivers and passengers.

This was our starting point for creating the “Bazamos Todos” concept (We all zoom off): a fun campaign that used a visual metaphor to respond to the brand's challenges.

Documentary.

Then we hitched a ride with the brand's drivers. We created several documentaries showing the reality and impact that Heetch has had on these people's lives, under the concept: ‘Drive your destiny’.

The aim was to heroise these brand partners and attract more drivers to the app by telling the stories of Luandans who have made Heetch their source of income.

Impact.

Heetch went from being a foreign mobility app, a challenger in the category, to an established brand that now, in Angola, gives its name to the category — today, passengers say, "Let's call a Heetch"—and has been recognised as a Superbrand in Angola.