DiDi breaks curfew with new after-hours music platform ‘DiDi Kick Ons’ via BRING

Rideshare service DiDi is leaning into late-night culture with the launch of DiDi Kick Ons, a new music platform created in partnership with BRING – Universal Music Group For Brands.

The campaign kicked off Saturday with a secret rave inside a Melbourne laundrette, headlined by rising electronic artist Ned Bennett. The surprise event marked the first in a series of spontaneous, late-night cultural drops designed to bring DiDi’s newly-launched “Yes I DiDi” brand platform to life, and prove the rideshare brand’s claim that while others take you home, DiDi takes you where you want to go.

That’s the idea behind DiDi’s new music platform, DiDi Kick Ons: a celebration of spontaneous, unforgettable moments that unfold when the night feels like it should be over—but isn’t. Designed to spotlight after-hours culture, the platform transforms late-night rides into unexpected cultural experiences for a new generation of experience seekers and music fans.

Says Tim Farmer, CMO, DiDi Australia & New Zealand: “Having just launched our new brand platform ‘Yes I DiDi’, we wanted to connect the sentiment with a new generation of rider. Our data shows that many of our riders are using DiDi late into the night, and so we wanted to add real world value in that moment that brings to life the benefits of cheaper rides in a way that is relevant to them. DiDi Kick Ons was born from this insight and offers us a way as a brand to show, not tell, young Aussies the benefits of our brand authentically and genuinely without turning up like dad at a disco.”

The pop-up event was carefully crafted to engage the artist’s superfans, with cryptic teasers dropped in the days leading up to the reveal to build anticipation and hype.

“From the start, Tim and the team were laser-focused on ensuring DiDi showed up differently, and ultimately meaningfully in culture,” says James Griffiths, General Manager, Creative at BRING – Universal Music Group For Brands. “They weren’t afraid to be bold, which was incredibly refreshing. DiDi Kick On’s was born from that boldness and was a true collaboration. The brand embraced ‘thinking like an artist’ in the ways in which we brought the platform to market, creating true fan connection, and not being afraid to leverage unexpected channels. With this first event, DiDi shows up with a 100% share of voice and delivers on its promise: while others take you home, DiDi takes you where you want to go.”

The unexpected venue was reimagined entirely for one unforgettable night, creating a standout fan experience designed to leave a lasting impression. Every detail of the rollout was crafted to generate post-event FOMO, with a social-first approach that encouraged authentic sharing—no hashtags, no paid prompts, just a real value exchange between brand and audience. Within hours, influencer content from the event began circulating, generating hype and building momentum for what’s next in the DiDi Kick On series.

With more DiDi Kick Ons planned for the remainder of 2025, fans eager to be part of the next unforgettable moment can slide into DiDi’s DMs to be the first to know when—and where—it all goes down.

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