"We all know that Nannas give the best advice, and for ridesharing, Nanna knows best!”
DiDi has partnered with dentsu company BWM Isobar to present Smart Move, a campaign that builds 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 voice reminds him to make a smart move and ride with DiDi.
DiDi Australia head of communications Dan Jordan said: “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!”
Jack Delmonte, group creative director at BWM Isobar said: “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.”
Smart Move went live on May 22, the film is backed up with Brand OOH and radio, as well as hyper-targeted media messaging on programmatic and social channels.
Credits:
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:
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
