Client: Didi Express 滴滴快车
Agency: 180China
Agency: 180China
50RMB CAR RIDE THAT
BROKE THE WORLD RECORD
INTEGRATED CAMPAIGN
For the launch of Didi Express, China's most cost-effective car-calling option by DiDi, we ignited nationwide conversation not by focusing on “Cheap”, but by setting a new world record leveraging the service's low-cost advantage. This inventive campaign transcended traditional advertising, capturing the public's imagination and generating widespread buzz about Didi Express without directly highlighting its low prices.
Casestudy video
Interactive H5 mobile content developed from the negative
To bring the experience to the public, we created an interactive H5 for Wechat, using photos taken on the film negative. Which users can scroll to view the scenery along Beijing 2nd ring road as what they would see in a car ride. With a taxi meter at the end of the ride showing just 50 rmb.
MEDIA COVERAGE
Greater China Effie awards ---Silver
Tiger Roar Awards---Gold
ECI Awards---Gold