DIDI SMART LIGHT

TitleDIDI SMART LIGHT
BrandDIDI
Product / ServiceMOBILE TRANSPORTATION PLATFORM
CategoryC01. Digital & Interactive Design
EntrantOGILVY & MATHER SHANGHAI, CHINA
Idea Creation OGILVY & MATHER SHANGHAI, CHINA

Credits

Name Company Position
Graham Fink Ogilvy & Mather Shanghai Chief Creative Officer
Juggi Ramakrishnan Ogilvy & Mather shanghai Executive Creative Director
Cheeguan Yue Ogilvy & Mather shanghai Group Executive Creative Director
Jimmy Wang Ogilvy & Mather shanghai Creative Director
Marc Wang Ogilvy & Mather shanghai Creative Director
Addy Khaotong Ogilvy & Mather shanghai Creative Director
Shiyang He Ogilvy & Mather shanghai Creative Director
Vince Zeng Ogilvy & Mather shanghai Art Director
Gloria Wu Ogilvy & Mather shanghai Designer
Ivy Wang Ogilvy & Mather shanghai Copywriter
Melinda Po Ogilvy & Mather shanghai Managing Partner
Brenda Mou Ogilvy & Mather shanghai Group Account Director
Tina Zhang Ogilvy & Mather shanghai Associate Account Director
Joann Xu Ogilvy & Mather shanghai Account Executive
Jessie Lai Ogilvy & Mather shanghai Producer
Alice Chu Ogilvy & Mather shanghai Producer
Xiaoyun Wu Dreamcast studio Exetutive Producer
Qishun Sun Dreamcast studio Film Director
Guan Lian Dreamcast studio Editor

The Campaign

The concept of FACE is very important in Chinese culture. Face represents a person’s reputation and feelings of prestige. People will do anything not to lose face.

Creative Execution

We fitted several DIDI taxi’s including our Express and Premier cars with our new taxi light, with an LED screen that shows an icon of a seatbelt. When the passengers belt up safely, the light shows the icon coming together. But passengers who don’t fasten their belts will be obvious to passers-by. As well as the Police of course.

Indication of how successful the outcome was in the market

As a result, more people are belting up in the back And the project is now being rolled out across other cities in China.

To create the awareness of wearing a seatbelt for backseat passengers and to change their behaviour. Targets: Chinese people in general. We conducted a trial on several taxis in Shanghai.

Links

Video URL