Creating Culture After Dark: When Brands Act Like Artists

Note: This session features Nothing Is Ordinary owner Mardi Giles filling in for Kobie Dee.

DiDi ANZ and Universal Music’s Bring will unpack DiDi Kick Ons, a series of live, after-hours music pop-ups that transformed late-night mobility data into real-world cultural moments. The initiative not only extended the brand platform but also fuelled night-time spend, boosted venue footfall, and energised creators, showing how marketers can tap into the vibrant 24-hour economy.