DiDi: Love My City

Didi, a ride-hailing app, brought light into people's lives by launching its mass awareness campaign Love My City, which culminated in a dramatic lightshow across several of China's most influential cities.

Campaign details

Brand: Didi Ride Hailing ApplicationAgency: PHD MediaRegion: APAC

Strategy

Objective

Just as in many parts of the world, the spread of the coronavirus practically decimated economic output in China over a brief period in 2020, at least until the pandemic was better understood. People stopped traveling; people stopped needing to commute and in some cases were not legally allowed to leave their homes.

This dramatic period caused significant consumer fears about using any public services or spaces including subways, buses, or ride-sharing cars. People were still concerned about leaving their homes, even once...

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