DiDi Hero
The Brief
When the first wave of the COVID-19 pandemic hit Australia, rideshare service DiDi wanted to help drivers and riders get around safely, if they ever needed to. They quickly created a new service, DiDi Hero, offering sanitised rides for AHPRA healthcare workers at discounted fares, as a way to thank them for their life-saving work.
OUR INSIGHT
Whilst we were cocooned safely in our homes through the lockdown, we were all in awe of healthcare workers who were on the frontline, with many initiatives happening on social media to show support, but they were not necessarily reaching the intended audience, the healthcare workers, who needed a safe, hygienic way to get to work every day to keep the pandemic at bay.
The IDEA
To ensure healthcare workers could feel all the love and gratitude surrounding them, we decided to leverage the power of social media to rally the community and invite them to share their ‘thank you’ messages. To get the public’s attention, we created a short video, filmed during lockdown, following three real frontline workers on their rides to work receiving a surprise call from a 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 messages of thanks via DiDi’s website.
These heartwarming messages were then illustrated and turned into a gallery of digital ‘cards’, which were then delivered to healthcare workers thanks to custom in-app notifications, every time they rode with DiDi Hero. The UGC cards were also shared by DiDi on their Facebook and Instagram, prompting further community engagement and thank you messages.
RESULTS
Driving business impact
10,000 healthcare workers signed up to DiDi, taking 21,000 DiDi Hero rides.
Building the brand
DiDi saw an 8% increase in brand favourability and 6% increase in DiDi supporting drivers and likelihood to recommend.
Smashing all campaign KPIs
The hero video delivered 10.7M impressions (4.1M above KPI), almost 2M engagements and a strong 8.64% ad recall.
AS SEEN IN THE MEDIA
Mumbrella, 20 May 2020
Healthcare workers receive thank you call from COVID patient in ad from rideshare brand DiDi
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AdNews, 18 May 2020
COVID-19 survivor thanks healthcare workers in new DiDi campaign
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Adobo Magazine, 18 May 2020
Campaign Spotlight: We Are Social and rideshare service DiDi deliver “thank you” messages to frontliners
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Branding in Asia, 18 May 2020
DiDi Campaign in Australia Thanks Healthcare Workers for Their Service
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