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Radio
DiDi: Rosie's Enraged
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Have you ever found yourself walking home carrying heavy bags of shopping? Tough isn’t it. You’re trudging along at six steps an hour, the muscles in your arms are aching, plus your fingers are so bloodshot they resemble giant raisins. Why would you do that to yourself? Why not just grab a DiDi and save on the pain? They’re fast and reliable, they offer great rides, and their fares are low.
This was the point of the Smart Move campaign: to present DiDi as the obvious choice in times of despair. Five 30” spots each centred on a situation the listening public were sure to relate to and then outlined a simple choice: stick to what you know (and incur consequences) or grab a DiDi. Each script was written to correlate with a certain time of day and/or event in Sydney. Be it during bouts of heavy traffic on the road, the rush to get to work, an NRL/AFL game, after-work drinks, or just general air play, our ads hit eardrums when grabbing a rideshare would come in handy.
Client Partner: Emily Taylor-Delplanque Related |
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