Heetch

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.

We were challenged by Heetch, a French mobility platform, to plan and implement its entry into the Angolan market. It was the first international private transport company to do so.

The Angolan market, like sub-Saharan Africa as a whole, presents many challenges: informal providers dominate over organised operators - candongueiros and kupapatas taxis; there is no public transport response or road network planning; and there is pressure from a population that does not have the purchasing power to commute between suburbs and large urban centres.

At the time, digital mobility solutions in the country had a very residual weight, and consumers were unfamiliar with how to use these services. Therefore, it was essential to start from scratch and explain the benefits and operation to the consumer.

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.