DiDi Australia and AWS to headline Mumbrella Automotive Marketing Summit

DiDi head of marketing for ANZ, Douglas Toy, and Amazon Web Services digital innovation lead for the same region, Toni Knowlson, will present key sessions at the upcoming Mumbrella Automotive Marketing Summit on March 17 in Melbourne.

DiDi’s Toy will discuss the role marketing has played in giving the ride-share startup a foot in the Australian market against established competitors which, only a few years ago, were startups themselves.

Toy will explain the strategy behind the growth of DiDi in the Australian market

According to IbisWorld, the Australian ride-share market recorded average industry growth from 2014-2019 of 65.5% and now has a market size of $882 million. Toy will focus on the marketing campaigns DiDi ran to help the business gain traction and begin to compete with others in the market beyond price.

Knowlson will go into detail about the partnership between AWS and Formula 1

AWS’ Knowlson will focus on the brand’s partnership with Formula 1 and how new technologies can be applied to different sectors of the automotive industry including product, design, experience and customer engagement.

Using Amazon solutions, Formula 1 is able to capture and process key performance data for each car during races and share these insights with fans through television broadcasts and digital platforms.

In addition, international speaker, former Uber Eats country lead for New Zealand, Andrew Bowie, will also join the lineup to discuss why he walked away from the well-known brand to start his own business in the automotive industry.

Flying in from Auckland, the former marketer will reveal why he gave up the safety net of a high-profile role to start, a company that provides consumers with tailored, up-front pricing for car servicing, then works closely with carefully vetted garages to get the right work done at the right price.

Toy, Knowlson and Bowie join a program of brands that already includes Volkswagen, Mercedes-Benz Vans, Google and plenty more.

The Mumbrella Automotive Marketing Summit takes place on March 17, two days after the Australian Formula 1 Grand Prix. Tickets are on sale now.


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