DiDi launches towing service ‘DiDi Tow’, via Sunday Gravy
Rideshare organisation DiDi has released a new service dedicated to keeping Australian roads safer this summer, with supporting materials via Sunday Gravy to promote it.
A first-of-its-kind in Australia, DiDi Tow gives users the ability to book a tow truck that delivers them and their vehicle to their chosen destination. Done through the app, it gives users the freedom to indulge in the summer’s offerings, while ensuring that they are safe.
“To help get less people behind the wheel this summer, we’re introducing an array of initiatives, including DiDi Tow, a summer surge cap, and discount codes to make ridesharing the safe and affordable option,” said DiDi’s head of brand marketing ANZ, Tim Farmer.
Independent agency, Sunday Gravy, developed DiDi Tow’s PR materials, corresponding film and more.
The film and the service, together, act as components of a larger campaign that leverages radio, social and out-of-home (OOH) channels to encourage Australians to enjoy their summer.
Art director at Sunday Gravy, Mary Graham, added: “Going out with mates and having a good time is the best, but people who drive under the influence are the worst. Launching a tow service was the most responsible thing we could do.”
Sunday Gravy was appointed as DiDi’s lead creative agency partner in late October this year.
In November, the PR and creative agency worked with the ridesharing platform to transform a Camry into a chariot, coinciding with the release of the historical epic film, Gladiator II.
CREDITS:
DiDi:
Head of Brand Marketing ANZ: Tim Farmer
Senior Marketing Manager: Dona Barbagallo
Marketing Manager: Dylan Vale
Head of External Affairs: Daniel Jordan
Sunday Gravy:
Co Founder, Chief Creative Officer: Ant White
General Manager: Anna Camuglia
Head of Creative Productions: Karolina Bozajkovska
Head of PR: Sean Sowerby
PR Account Manager: Lily-May McBain
Head of Strategy: Brigitte Bayard
Senior Producer: Hanna Rayner
Senior Creative: Sam Whatley
Senior Creative: Max Kennedy
Copywriter: Phoebe Joiner
Art Director: Mary Graham
Group Account Director: Emily Pietrocola
Senior Account Manager: Kat Hallahan
Senior Account Director: Bec Gubbins
The Sweetshop Films:
Director: Trevor Clarence
Producer: Nicole Crozier
Executive Producer: Kate Roydhouse
co Managing Director: Greg Fyson
co Managing Director: Edward Pontifex
DOP: Shelley Farthing-Dawe
Editor: Stu Morley @ The Editors
Colourist: Billy Wychgel
Flame Artist: Stu Cadzow
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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It’s a shame (really shameful) they don’t first work on providing a fair and respectful customer service of their main product line before they launch into another style of easy-money-for-minimal-effort style service. Customer reviews, requests and frustration are rampant on social media re Didi with no replies or responses nor efforts made by them to resolve issues. They’re help line and contacts are not available or non-existant and they leave clients at a loose end to be heard or helped. Very poor all round.
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