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 China helped Didi choose a way of self-deprecating humour to neutralize the criticism on Didi’s service. The brands leveraged an uprising talk-show program and maximize the social buzz to approach and engage with consumers.

Market background

  • As the car-hailing industry continues the rapid development, more challenges inevitably lied in front of the brand, such as...

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