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Radio

DiDi: Kev's Late


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Have you ever found yourself walking home carrying heavy bags of shopping? Tough isn’t it. You’re trudging along at six steps an hour, the muscles in your arms are aching, plus your fingers are so bloodshot they resemble giant raisins. Why would you do that to yourself? Why not just grab a DiDi and save on the pain? They’re fast and reliable, they offer great rides, and their fares are low.

This was the point of the Smart Move campaign: to present DiDi as the obvious choice in times of despair. Five 30” spots each centred on a situation the listening public were sure to relate to and then outlined a simple choice: stick to what you know (and incur consequences) or grab a DiDi.

Each script was written to correlate with a certain time of day and/or event in Sydney. Be it during bouts of heavy traffic on the road, the rush to get to work, an NRL/AFL game, after-work drinks, or just general air play, our ads hit eardrums when grabbing a rideshare would come in handy.
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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