‘Everyone’s got their inner Nudgy’: Didi does ‘unhinged’ in new brand platform

Didi has launched a new brand platform, designed to be “both unsettling and unforgettable”, via Sunday Gravy.

‘Yes I DiDi’ hopes to encourage Aussies and Kiwis to say yes more, using the rideshare app’s cheap rides to spend their money elsewhere and enjoy a night out. It features frontman ‘Nudgy’, described as a “mischievous, flute-playing character” who shows up right when you’re about to call it a night.

“Nudgy is quite a force actually, he’s got such a presence that you’re drawn to him,” Ant White, co-founder and COO of Sunday Gravy, told Mumbrella. “Everyone’s got their inner Nudgy, that side of them that wants to go out, or they have a friend who encourages them to go out. So this character had to embody that slightly unhinged, naughty side.”