Didi Chuxing
MORE THAN A JOURNEY
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Client Background
Didi Chuxing is the world’s largest ride-sharing company, serving over 587 million active users globally. In 2023 Didi facilitated 13.47 billion rides across 18 countries in Asia Pacific, Africa, and Latin America.
Market: Asia Pacific
Industry: Transportation
Scope
Didi selected STFRD to develop and execute its first major advertising campaign in their largest market, China. The primary objective was to build trust and confidence with riders that Didi was a trusted source for safe and reliable transportation after its acquisition of Uber in the Asia market. The focus was on 5 key elements of the experience rooted in safety.
- Certificate Verification – Ensuring driver legitimacy.
- Private Number Protection – Keeping user phone numbers anonymous.
- Itinerary Sharing – Allowing users to share ride details with trusted contacts.
- Emergency Help – Providing direct access to emergency assistance.
- Facial Recognition – Verifying drivers’ identities to enhance security.
The campaign needed to differentiate Didi from competitors, reassure potential riders about safety, and position the brand as an industry leader in both technology and consumer protection.
Challenges
Despite its market dominance, Didi faced key challenges that hindered growth and user trust.
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Safety Concerns: Rapid urbanization increased road risks, and users were wary of riding with strangers.
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Trust Issues: Legacy car services were viewed as safer
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Low Awareness: Consumers were unaware of Didi’s existing safety measures.
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Weak Branding: Lacked the excitement needed to compete in a crowded tech market.
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Ineffective Ads: Traditional marketing fell flat; audiences preferred celebrity-driven entertainment.
Solutions Implemented
STFRD launched a bold, celebrity-driven branded entertainment campaign called “The Heroes of Didi” and assigned superhero qualities aligned with each safety feature to the 5 largest celebrities in the Asia market.
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Superhero-Themed Concept: Safety features reimagined as heroic personas, played by Chinese celebrities.
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Stylized Visual Identity: A “Reservoir Dogs meets James Bond” aesthetic made the content memorable.
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360° Storytelling: Entertainment ad experience coupled with branded print campaign and OOH.
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High-Impact Media Rollout: Broadcast, Digital, OOH, and leveraged Didi’s app to maximize reach and relevance.
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KOL & In-App Integration: Influencers and embedded messaging deepened user engagement across platforms.
RESULTS
Through innovative storytelling, strategic celebrity partnerships, and a multi-platform media approach, STFRD helped Didi successfully reshaped its brand perception and solidified its leadership in the ride-sharing market.
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VIEWS
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TRANSACTION INCREASE
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RETWEETS
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