Case Study: DiDi achieves rideshare market growth in Australia with OMG! Creative

Didi doubles awareness to 90% in 2 months with OMG! Creative

OMG! Creative was engaged by DiDi, a global rideshare company, to relaunch its brand in the Australian market. The customer faced the significant challenge of entering a market dominated by Uber, which had 98% awareness and a budget ten times larger, while also competing with another new entrant, Ola, which had a budget three times larger. DiDi's initial launch by another agency had resulted in low awareness and subscription rates, requiring OMG! Creative to develop a compelling new brand strategy.

The solution from OMG! Creative was to reposition DiDi as "DiDi Lowfare Rideshare," focusing on the affordability for both riders and drivers and the exciting life events at the destination rather than the ride itself. The agency created a campaign with a distinctive soundtrack and imagery, supported by an intensive media strategy over eight weeks. This approach doubled DiDi's awareness to over 90% of rideshare users within two months, making it the clear number two behind Uber and resulting in its most successful launch outside of China.

Didi