IT'S MORE THAN WHAT YOU EXPECTED

TitleIT'S MORE THAN WHAT YOU EXPECTED
ClientDIDI TRANSPORTATION
Product / ServiceDIDI HITCH (SHARE RIDE)
CategoryA04. Production Design / Art Direction
EntrantBBDO CHINA Guangzhou, CHINA
Idea Creation BBDO CHINA Guangzhou, CHINA

Brief Explanation

They are the constant dilemmas for taxi and taxi-APPs riders – slow response to calls, the fare keeps going up even while stuck in traffic jam, and not taking a direct route to the destination. While DiDi Hitch has none of these problems, people simply don’t know about it. Through a series of 15-second films, we featured people in different commuting situations whom, when encouraged to try DiDi Hitch, were very skeptical about it. We used a team of three mascots to engage the riders in our stories – a Stopwatch to represent 3-times quicker response time, a Taximeter to represent fixed fare, and a GPS to represent the most direct route. Still hesitated, the rider kept asking questions trying to prove their doubts. And through the funny interactions between the mascots and the riders, we bring out the message that DiDi Hitch is unlike what people expected.

Credits

Name Company Position
Supparat Thepparat BBDO China (Guangzhou) Creative Partner
Will Gao BBDO China (Guangzhou) Senior Art Director
Natalia Chen BBDO China (Guangzhou) Copywriter
Miko Kong BBDO China (Guangzhou) Account Director
April Huang BBDO China (Guangzhou) Account Executive
Kenny Au-Ieong BBDO China (Guangzhou) Planning Director