DiDi: The Roast

DiDi, a transport company, improved brand perception among consumers in China by launching a self-deprecating content series through a popular talk show.

Campaign details

Brand: DiDiBrand owner: DiDiAgency: PHD BeijingMarket: China

Executive summary

In the crowded car-hailing market, Didi had to enhance consumers’ trust and bring back their focus on the brand’s efforts for a better travelling experience. PHD...