Didi kicks on with experiential extension of brand platform
Ride share app Didi is spotlighting after-hours culture with ‘DiDi Kick Ons’, as an extension of its new ‘Yes I DiDi’ platform.
The new brand platform launched earlier this month, designed to be “both unsettling and unforgettable”. Developed by creative agency Sunday Gravy, it encourages Aussies and Kiwis to use Didi’s cheap rides and spend their money on nights out full of spontaneity and unforgettable moments.
“[Didi] offers the chance for people to go out, to get from A to B. And where we’re going to win is we’re cheaper, so people can do more at the other end,” Sunday Gravy’s co-founder and CCO, Ant White, told Mumbrella at the time.
Last weekend, the brand hosted a pop-up rave in Melbourne’s late-night culture with a set from electronic artist Ned Bennett.
The event, a “last minute, drop everything music moment” was the first iteration of ‘DiDi Kick Ons’, a new music platform that unfolds “when the night feels like it should be over”.
‘DiDi Kick Ons’ has been created in collaboration with Universal Music’s creative agency Bring. The brand announced its partnership with Bring in May, following a successful pop-up, with similar sentiment, last year.
It hopes to connect sentiment from the new brand platform to the real work, and a new generation of rider, according to Tim Farmer, CMO of Didi ANZ.
“Our data shows that many of our riders are using DiDi late into the night, and so we wanted to add real world value in that moment that brings to life the benefits of cheaper rides in a way that is relevant to them,” he said in a release.
“‘DiDi Kick Ons’ was born from this insight and offers us a way as a brand to show, not tell, young Aussies the benefits of our brand authentically and genuinely without turning up like dad at a disco.”
Bring helped curate the event, with a social-first approach that encouraged authentic sharing — meaning no hashtags, no paid prompts, and just a “real value exchange between brand and audience”, according to a release.
In the days leading up to it, the agency created teasers videos which were also dropped on social channels.
Within hours of the pop-up, influencer content began circulating, generating hype for more iterations that are planned throughout the remainder of 2025.
Bring’s general manager of creative, James Griffiths, said Farmer and his team were “laser-focused” on “showing up differently”.
“They weren’t afraid to be bold, which was incredibly refreshing,” he said in the release.
“The brand embraced ‘thinking like an artist’ in the ways in which we brought the platform to market, creating true fan connection, and not being afraid to leverage unexpected channels.”
Griffiths was promoted to the GM role in March, alongside Brooke Pilton who took on the title of general manager, partnerships.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Bring
Bring - Universal Music for Brands
DiDi
James Griffiths
Ned Bennett
night life
pop up
Ride share
Tim Farmer
Yes I DiDi
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