Rideshare service Didi launches brand platform ‘Do More, Pay Less’
Challenger ride-share service Didi has launched its new brand platform ‘Do More, Pay Less’ with a campaign from OMG Creative and Mr Smith.
The ad shows Didi users having a better time on their nights out, because they have paid less to get there.
Didi launched in Australia in 2018 and operates Melbourne, Newcastle and Geelong. In November last year, Didi appointed Saatchi & Saatchi to its creative account, at the same time it awarded its media account to Zenith.
Douglas Toy, Didi Australia’s head of marketing, said in a statement: “It’s exciting to launch Didi in Australia as the brand offers great value to both passengers and drivers. If your next driver is uber-happy, it’s probably because they’re driving with Didi and therefore keeping 94.5% of every fare, far more than the industry average.
“Didi’s competitive standard pricing gives passengers a ride-sharing alternative that enables them to head out more often and enjoy everything life has to offer.”
OMG managing partner, Ed Brice, said the agency was keen to take up the challenge of creating a campaign that had to cut through.
“We loved the challenge. Nobody says I’m getting a ‘ride-share’ as Didi’s competitor is vernacular for the category. By bringing the concept of ‘Do More’ as you ‘Pay Less’ thanks to low-fare rideshare, we hope in six months people switch and say ‘I’ll get a Didi’,” Brice said.
OMG executive creative director, Peter Murphy, said: “Life is what people are interested in and ride-share is how they get there. It’s an interesting balance. DiDi is the delivery mechanism for passengers which provides a better experience as drivers earn more.”
Credits
DiDi
Head of Marketing: Douglas Toy
Creative & Communications Lead: Khanh Nguyen
Creative Agency: OMG! Creative
Executive Creative Director: Peter Murphy
Planning Director: Ed Brice
Art Director: Andrew Wiebusch/Lance Davis
Account Manager: Jake Tobias
Producer: Fi Herman
Production: Mr Smith
Director: Craig MacLean
DOP: Earle Dresner
Editor: Tim Parrington
Photographer: Craig MacLean
Photography Assistant: Cameron Mellor
Stylist: Lenna Boord
Makeup: Natalie Burley
When is Didi launching in Sydney?They appointed marketing but limited service Melbourne and a few regional areas. How about provide service then marketing. These guys can service China 1.2 billion population but cant deal with Australian 25 million population what on earth are they waiting for.
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Rubbish. You couldn’t organise a piss up in a pie shop. I’m in the Hunter valley no ones heard of didi .
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It’s a totally emasculating ad. The song is super creepy, claiming to be a rebel but then asking permission to ‘kick in like it’s 1986 now.’
You play heavily on the female ‘we can do anything! we’re girls’.
Ohhh! A bunch of middle-class women dancing in the streets – look out world! This bunch has got it ALL goen on….!
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