Spot 404 Codes to Get Free Heetch Rides

French ride-hailing service Heetch has launched a new campaign with 404 codes hidden in the spot to get free Heetch rides, based on the insight that it’s impossible to pay less for a ride-hailing service than with Heetch.

Created by Paris based creative agency Grinta, and directed by Ugo Mangin through HAMLET, ‘Glheetch’ the spot is a lively combination of glitches and bugs drawn from different corners of digital culture: 3D, video games, social media.  The film balances dialogue-driven comedy with visual and sound glitches, detailing how to get free Heetch rides via the app.

Ugo Mangin, director, HAMLET said: “This is a film you want to watch and rewatch: beyond the concept and the codes it plays with, it’s packed with small hidden comedy details that reveal themselves over multiple viewings. What’s also quite rare is how closely the form and the content are intertwined: the narrative mechanics, the visual glitches, the sound… everything “works” like a glitch.”

The campaign is running across digital channels and social media with a dedicated campaign website.

In France, Heetch is on average 23% cheaper than Uber. It has become much more than a simple ride-hailing service and is now considered to be part of popular culture.

Heetch is expanding internationally, operating in Europe (France and Belgium) and Africa (Algeria, Senegal, Côte d’Ivoire, Mali, and Angola).

Source: HAMLET

  App, Campaign, Grinta, HAMLET, Heetch, Marketing