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DiDi: Smart Move

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Even though we're starting to understand there's better options out there, our muscle memory has our thumbs hitting that same black app every time we need a ride. Habits are hard to break. Especially bad ones. So sometimes when you just can's shake it. It's time for intervention. But interventions only work when they're held by those you love the most. Like say... Your nana. That family member you love just as much as you fear. So, we wheeled out granny to deliver the new news and snap the younger generation out of paying more for the exact same thing. The campaign is underpinned by hyper targeted out of home as well as targeted geo locked location radio executions.

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.
Credits Other credits

Client Partner: Emily Taylor-Delplanque

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

Client: 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

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