| Title | DIDI HERO |
| Brand | DIDI AUSTRALIA |
| Product / Service | DIDI HERO |
| Category | E06. Co-Creation & User Generated Content |
| Entrant | WE ARE SOCIAL Sydney, AUSTRALIA |
| Idea Creation | WE ARE SOCIAL Sydney, AUSTRALIA |
| Media Placement | WE ARE SOCIAL Sydney, AUSTRALIA |
| Production | WE ARE SOCIAL Sydney, AUSTRALIA |
| Post Production | WE ARE SOCIAL Sydney, AUSTRALIA |
| Additional Company | DIDI Melbourne, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Edu Pou | We Are Social | Executive Creative Director |
| Bob Mackintosh | We Are Social | Creative Director |
| Zoh Dowling | We Are Social | Senior Editor |
| Sylvia Leo | We Are Social | Illustrator |
| Jamen Percy | We Are Social | Senior Designer |
| Thea Carone | We Are Social | Executive Producer |
| Shaun Profeta | We Are Social | Strategy Director |
| Ben Mayor | We Are Social | Account Director |
| Cece Chieng | We Are Social | Senior Account Manager |
| Zeb Smith | We Are Social | Paid Media Manager |
| Jordan Maddocks | We Are Social Studios | Director Of Photography |
| Sam Wickham | We Are Social Studios | Editor |
| Douglas Toy | DiDi Australia | Head of Marketing |
| Rosie McFarlane | DiDi Australia | Marketing & Customer Strategy Manager |
| Katie Penwell | DiDi Australia | Marketing Specialist |
| Hallan Moulin | DiDi Australia | Senior Digital Designer |
When the first wave of COVID-19 hit Australia, rideshare service DiDi had an opportunity to help drivers and riders get around safely, if they ever needed to. But while the majority of us were confined at home, healthcare workers were the ones bravely going to work every day to help keep the pandemic at bay; so they needed a safe, hygienic way to get there. DiDi quickly created a new service just for them: DiDi Hero, offering sanitised rides for AHPRA healthcare workers at discounted fares. In order to make this happen, they committed $2M dollars to the service, and recruited drivers who volunteered to wear masks and undertake higher rates of sanitisation, to guarantee maximum safety. Our goal was to ensure healthcare workers were aware of this exclusive service, created as a way to thank them for their life-saving work, and able to feel all the gratitude from Australians.
Our social listening showed that Australians in major cities wanted to show their gratitude to healthcare workers, but didn’t know how to reach them. With DiDi Hero, we knew we’d have healthcare workers as a captive audience for 13 minutes - the perfect window to deliver their messages of thanks. But first, we needed to get the public’s attention. A short video, filmed during lockdown, followed three real frontline workers on their rides to work, only to be met with a surprise call from Michael, a recovered COVID-19 survivor, who shared his touching personal message of thanks with them. This emotional film captured the hearts of viewers, prompting them to share their own UGC messages of thanks, via DiDi’s website. These messages were then turned into a gallery of cards delivered to healthcare workers riding with DiDi Hero in the DiDi app, thanks to a custom modification to its functionality.
During the campaign, messages from the public were reposted by DiDi on Facebook and Instagram, prompting further community engagement and thank you messages.
The campaign outperformed all KPIs and reached over 1.1M Australians, and sentiment towards the campaign was universally positive. 10k healthcare workers signed up to DiDi. 21k DiDi Hero rides were taken in 1 month. Over 500 heartfelt messages were received from the public and turned into digital thank-you cards. The video delivered 10.7M impressions (4.1M above KPI), almost 2M engagements and a strong 8.64% ad recall. Most importantly, DiDi saw an 8% increase in brand favourability and 6% increase in DiDi supporting drivers and likelihood to recommend.