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.”


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 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



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.