|Title||TRANSFORMING A 50RMB CAR RIDE INTO THE WORLD'S LONGEST PHOTOGRAPHIC NEGATIVE|
|Product / Service||DIDI EXPRESS|
|Category||B01. Guerrilla Marketing & Stunts|
|Entrant||180 CHINA Beijing, CHINA|
|Idea Creation||180 CHINA Beijing, CHINA|
|Li Changli||180China||Creative Director|
|Cheelip Ong||180China||Executive Creative Director|
|Andiry Tan||180China||Senior Art Director|
|Jasmine Zhang||180China||Creative Group Head|
We invited Spanish photographer Esteban Pastorino Diaz to take a DiDi Express Car ride and capture the historic Second Ring Route of Beijing in one continuous take. In a journey measuring 32.8km and costing just 50RMB,Esteban broke the Guinness World Record by creating The World’s Longest Street Photographic Negative. We then bring the experience onto mobile to let audience have a panoramic view of the 2nd ring road through the works of the photographer. Users can rediscover Beijing through an interactive content on mobile, clearly understands the distance covered and the low fee involved for this Guinness world record.
Firstly we invited a Spanish photographer to a challenge to capture the entire Beijing 2nd ring road onto a single negative by taking Didi express car ride. After which we submitted the long photographic negative to the Guinness World Record to apply for the Longest Photographic Negative. When the application was a success, we invited the media to witness the award ceremony. On 3rd of August, where the ceremony took place, different media channels had a thorough report of the entire event. We spread the news by using PR and various social media channels. Also we did an interactive content on Wechat to allow audience to experience the 2nd ring road of Beijing through the works of the photographer.
- The ideas resulted in setting a new Guinness world record for The Longest Photographic Negative. - The negative is archived and displayed in the Capital Museum in Beijing. - CCTV news, Beijing News, NetEase and 13 other media channels did a thorough report on the event, resulting in earned and shared media while raising the brand awareness through the effective use of PR and Stunt. - The whole event increased the booking from DiDi Express Car app by 7.6% and increased its registered drivers to 43.67%.
2nd ring road is a highway which encircles the centre of Beijing passes through some of the most important landmarks in Beijing. By taking a Didi Express car ride, the photographer captures the entire 2nd ring road of Beijing onto a single film with a self-made camera. This simple event demonstrates the low cost benefit of the service with a buzz when we successfully broke the Guinness World Record of Longest Photographic Negative. We then bring the experience onto mobile to let audience have a panoramic view of the 2nd ring road through the works of the photographer.
Customers for Didi Express are those who: - Do not own a car. - Wants a cheaper and better mode of transportation besides subway trains or buses. - Wants to travel comfortably. Our strategy was to stand out from the crowd, by doing something completely different and yet newsworthy. The key is to clearly demonstrate the benefits of using a low cost car-calling service.