Title | DIDI SMART LIGHT |
Brand | DIDI |
Product / Service | MOBILE TRANSPORTATION PLATFORM |
Category | C01. Digital & Interactive Design |
Entrant | OGILVY & MATHER SHANGHAI, CHINA |
Idea Creation | OGILVY & MATHER SHANGHAI, CHINA |
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 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.
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.
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.