A ridesharing app that just accepts ride orders from passengers and manages drivers, and without the fun, is boring. And, this is not something China’s DiDi would want to bring to the table.
The famous rideshare app in the East Asian country conducted the ‘DiDi Kick Ons’ campaign a few weeks ago, and transformed the most unexpected spaces into late-night cultural moments fueled by uber-low-cost fares, underground artists, and saying “no” to strict curfews. Here’s the story, looking back.
‘DiDi Kick Ons’
Two Saturdays ago, DiDi has partnered with creative agency BRING to lit and sparkle up Australia’s late-night culture with a pop-up rave that saw people jiving to the music and dancing.
While most of the city that weekend was winding down on a typical Saturday night, shortly after payday, DiDi was telling everybody, “Hey, come join us for a party!”
Meaning, who could refuse if it’s DiDi organizing, so it’s cheap fares to the venue, zero curfews, and partying until sun up, maybe? Plus, there’s even a popular DJ taking care of the tunes.
The campaign and event was called “DiDi Kick Ons,” celebrating spontaneous and unforgettable moments when the night couldn’t be over from all those perks, especially transport perks, right?
DiDi stated this was the first in their series of surprise “Kick On” events and there would literally be more in the next months or so.
Tim Farmer, the chief marketing officer of DiDi’s Australia and New Zealand divisions, told Ridesharing Forum, “Having just launched our new brand platform ‘Yes I DiDi’, we wanted to connect the sentiment with a new generation of [ridesharing]. 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.”
Farmer added that “DiDi Kick Ons was born from this insight,” and has since offered them a way to showcase the brand, not just tell about it – and let young Aussies know the brand’s benefits genuinely without killing the fun at a disco.
Featuring a famous electronic artist
What’s a late-night party without music? So, the “Kick On” event invited the region’s rising electronic artist, Ned Bennett, and brought him to a humble corner laundrette in Melbourne’s central business district. The result? A musical pandemonium in a good way.
For those of you who don’t know, of course, Bennett is a talented musician skilled in the genre of hardgroove music, or that subgenre of techno characterized by relentless intensity and heavy basslines.
His claim to fame: his innovations in sound and rhythm, expertly blending energetic beats with ornate melodies, creating music that resonates deeply with listeners.
“From the start, Tim and the team were laser-focused on ensuring DiDi showed up differently, and ultimately meaningfully in culture,” pointed James Griffiths, the 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.”
It was a full-blown event, starting with cryptic teasers leading up to the day of the partying, to the unforgettable night that utilized a post-event FOMO style, together with a social-first approach that ditched posting on social for authentic sharing, or real value exchange between brands and audiences. Definitely, the world needs more gatherings like this. For more ridesharing news, sign up on Ridesharing Forum today.