DiDi Drivers: Legends at the Wheel

Mobile transportation platform DiDi ran a multimedia campaign in Mexico to grow its pool of registered drivers.

Campaign details

Brand: Didi Brand owner: Didi Chuxing Entrant company: InitiativeIdea creation: Initiative Mexico City Market: Mexico Sector: Rail, coach, boat & car rental Media channels: Radio & audio, Social media, Online video, Outdoor, Out-of-home, Product placement, Public relations Budget: 1 - 3 million

Executive summary

The challenge was to increase consideration for DiDi among people looking to earn money as registered drivers. Since 71% of Millennials are entrepreneurial, they seek freedom to achieve success, looking for flexible alternatives to earn extra income....

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