The Problem

China based Didi Chuxing wanted to create and launch its first major ad campaign around their innovative philosophies and 5 key safety features. However, Didi was facing a variety of problems including perceived safety issues with ride-sharing and an over-saturated media market. Stafford not only had to create a campaign that highlighted and demonstrated the safety features, but had to do it in a fun, creative and unique way that would stand out from the millions of pieces of content released daily throughout the Chinese markets.

The Solution

Stafford and Didi conducted polling and in-person interviews with current and potential riders revealing several key findings. Riders had no idea that safety was a major factor in the Didi App design and driver hiring process. The polling showed the Chinese market had a strong preference for celebrity driven branded content rather than typical advertisements. They preferred rich story arcs/journeys to the standard “here is what we do” type advertisement.

After analyzing the problem and studying the polling, Stafford developed a themed/branded entertainment campaign strategy utilizing the top celebrities in the Chinese market.  Each celebrity was given a superhero identity that represented their respective safety feature. They would act out their safety feature through a highly stylized dance routine set to pop music with lyrics describing how each safety feature worked.

null
null
null

THE RESULTS

0.5B
VIEWS
150M
HASHTAGS
50M
RETWEETS
1M
DISCUSSIONS