Didi proves Nanna knows best in new brand platform via BWM Isobar
Rideshare platform Didi Australia has launched a new brand platform honing in on the decision-making processes of Australians via Dentsu’s BWM Isobar.
The ‘Smart Moves’ platform draws on the influence of those whose opinion Australians tend to listen to the most – their Nanna – shining a light on the bad habits that have seen ride share users fail to pick the best, and cheapest option for them.
Launched with a new 30-second spot, the platform positions Didi’s services as the ‘smart move’, reminding users that while drivers are paid industry leading service fees, riders still pay less.
The campaign video sees a young man ready to head home after drinks with friends, but when he opens his usual ridesharing app, Nanna enters and challenges him to think about his decision. Why pay more for the same ride? The trusted voice reminds him to make a smart move and ride with DiDi.
DiDi Australia head of communications Dan Jordan said: “The ‘Smart Move’ brand platform is the evolution of DiDi’s value-led proposition in the Australian market. The campaign playfully connects with Australians by highlighting a universal truth: we all know that Nannas give the best advice. And as it turns out for ridesharing, Nanna knows best!”
Jack Delmonte, group creative director at BWM Isobar said: “This is exactly the type of brief we love to get here at BWM Isobar – The new kid on the block taking on the big behemoth. Add to that a brave client and mix in a proper problem to solve and you’ve got a recipe for something memorable.”
Credits
BWM Isobar
Executive Creative Director Marcus Tesoriero
Group Creative Director: Jack Delmonte
Art Director: Will Winter-Irving
Copywriter: Joe Ranallo
Senior Copywriter (OOH and Radio): Phil Barnes
Client Partner: Emily Taylor-Delplanque
Group Account Director: Evaan Miocevich
Account Director: Sam Talbot
Producer: Tom Pearce
Strategy Director: Nastassia Kuznetsova
Wavemaker ANZ
Managing Director: Ian Edwards
Client Partner: Susie Si
Communications Director: James Turner
Marketplace Director: Jun Sayabath
Marketplace Associate Manager: Isabella White
Marketplace Executive: Emily Kotevski
Marketplace Analyst: Emily Jukic
DiDi Australia & New Zealand
Head of Brand Marketing (ANZ): Daniel Hill
Marketing Specialist: April Law
Design Lead: Sam Weinhandl
DiDi International
Global Chief Marketing Officer: Andrew Garrihy
Regional Head of Marketing: George Kapellos
Global Brand Director: Avikar Jolly
Global Head of Brand Strategy: Sonia Chimona
Global Media Director: Vinod Subramanian
Global Media Lead: Paterno Odong
Production:
Production Company: Scoundrel
Director: Lucy Knox
Executive Producer: Adrian Shapiro
Producer: Holly Winter
DOP: Simon Walsh
Casting: i4 casting
Editor: Stewart Arnott
Online: White Chocolate
Post-Production Audio: Rumble
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