The World Cup, is a paradise for brands with huge budgets: McDonald's, Coca-Cola, Visa, Adidas... Every 4 years, they spend millions to compete to be the most visible during the competition.

This is how with the most opportunistic partnership ever imagined by a brand during the competition, Heetch, a small French VTC managed to outclass all its competitors including Uber by becoming the most quoted brand of the 2022 World Cup with a budget of €0.

« ModrHeetch », « LivakovHeetch », « OrsHeetch »…

It is now impossible not to associate the name of Croatian players with our brand… forever. So, just imagine those who heard it just before a game.

After pulling off this very simple auditory hack, we had to spread our message so that spectators would hear it at the right time: right before a match. For this we targeted the audience via Twitter when Croatia matches were on.

Once the word was out, Heetch stayed in everyone’s mind for all quotes from Croatian players. Thanks to Croatia's great success during the World Cup in Qatar, this auditory hallucination went beyond stadiums and spread around the world, TV segments, Live Twitch, Youtube...

On Twitter, we posted a video intentionally omitting the beginning of the Croatian players' names. In these match excerpts, commentators' quotes like “Magnificent goal from Modrić!!! were transformed into “Magnificent goal from Heetch!!! ".

The reactions came fast, for all the following matches spectators shared the fact that they no longer heard Modrić, Livaković or Brozović… but rather ModrHeetch, LivakovHeetch or “What a nice pass from BrozovHeetch! »

As the competition went on, our campaign called “Ić” spread little by little to reach its climax during the 3rd place play-off which Croatia won. Some people swore that the match turned into a 90-minute Heetch commercial.

The total of Heetch quotes during the World Cup represent no less than 897,120 seconds of airtime for Heetch, in 135 countries and on 720 different media. 3.5 billion people reached, the equivalent of 5.3 billion euro of media investment… all for a budget of 0€.