DiDi asks Aussies to break bad rideshare habits in new ‘Smart Move’ campign via BWM Isobar
DiDi has partnered with BWM Isobar (a dentsu company) to launch its latest campaign, drawing on behavioural science to encourage Aussie rideshare users to consider the best decision available to them.
Smart Move draws on the influence of those people in our lives whose opinion we listen to, no matter what, and for Aussies it tends to be our Nanna.
Breaking a bad habit can be a daunting process but DiDi’s latest campaign aims to shine a light on Australia’s rideshare behaviours and showcase the variety that exists.
With drivers receiving industry-leading service fees and riders paying less, DiDi is aiming to further showcase why opting for its ridesharing app is the smart move.
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.
Says Dan Jordan, head of communications, DiDi Australia: “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!”
Says Jack Delmonte, group creative director at BWM Isobar: “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.”
Launching on 22 May 2022, the film is backed up with Brand OOH and radio, as well as hyper-targeted media messaging on programmatic and social channels.
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Creative Agency: 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
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
Client: DiDi Australia & New Zealand
Head of Brand Marketing (ANZ): Daniel Hill
Marketing Specialist: April Law
Design Lead: Sam Weinhandl
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
Is there a company or product that isn’t smart?
It’s so common, even the CMO of NRMA is…
Insight: People listen to their… grandmas?
Different for the category
That’s not actually how behavioural science works, it’s a cute and probably a fairly niche insight to a specific persona though.
Even so. Is the idea or execution any good?
I guess you have to question whether you think it grabs your attention, whether it entertains and whether you’d remember it and whether you’d most importantly, be compelled to act on it.
Isn’t the real insight the driver works for Uber and Didi at the same time and takes more Didi fares which makes it cheaper and better?
When the comments are more complicated than the ad…