Didi proves Nanna knows best in new brand platform via BWM Isobar

Kalila Welch

May 24, 2022 4:38

Rideshare platform Didi Australia has launched a new brand platform honing in on the decision-making processes of Australians via Dentsu’s BWM Isobar.

The ‘Smart Moves’ platform draws on the influence of those whose opinion Australians tend to listen to the most – their Nanna – shining a light on the bad habits that have seen ride share users fail to pick the best, and cheapest option for them.

Launched with a new 30-second spot, the platform positions Didi’s services as the ‘smart move’, reminding users that while drivers are paid industry leading service fees, riders still pay less.

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Kalila Welch

Kalila Welch joined the Mumbrella editorial team in November 2021. She took a brief career break in mid 2023 to complete her Masters of Journalism before returning to Mumbrella for a year.

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