Meet the Happiness with Didi , emotional Advertising campaign for China

didi uber driver strike

Back to Metropolis, Meet the Happiness

In May last year, “ Internet Cab Booking” became popular in the cab market. It seems just a service that provide cab booking online. However, in the past years, this phenomenon starts the trends about sharing economy service in Chinese consumption market. The slogan of DIDI, the Chinese hottest car booking App, which is “滴滴一下, 美好出行Click DIDI, Make your Journey Wonderful” became the most familiar new lifestyle. DIDI is evaluated as 255 billion RMB and it gonna meet 300 millions demand on online car booking service.

didi dache

Didi in China

*This is why people say that the old time without car booking App is gone. The market of car booking App is cruel. Competitors have to face the new policy implement, allowance, merger & acquisition and investment boom. DIDI stands on the edge of precipice. However, the fierce competition environment is necessary for industry market regulation. DIDI as a car booking App company have shared 80% market in China, they actually provide new energy to metropolis.

Since DIDI setup, the game between them and customers are never stop. It is one of the reason that DIDI became more and more strong. Every time when the new policy came out and the new requirement from customers as the challenges are pushing the development of DIDI.

Didi Advertising

Four different scenes in this video are the daily epitome of DIDI in the city. When you left the important stuffs on the car, when you go back home without light, when you in a emergency, DIDI drivers are change to the hero with “magic”. This little lucky things are became the happiness for the customers.

A necessary role in the society !

Different to other spreading ads made for customers on the internet, ‘who said only superhero can save the world’ from DIDI is more like a warm ads for DIDI drivers.  In 400 Chinese cities, there are 15 million DIDI drivers are engaged in DIDI system, including cab, special car, express car, driving, test drive and bus. For DIDI, the DIDI drivers are playing the important and necessary role in the society systems.

It seems DIDI never lack of the warm feeling ads form its brand. From the hurt point of customers to the emotional resonance, we can find DIDI are observing their customers in detail. We also can sense their social responsibility as a sharing economy platform. When we hear the slogan, ‘not every superhero has to save this world as superhero’, this ad video more like to recall the thankful from customers to drivers. This also enhance the sense of identity and pride of DIDI drivers.

The sharing economy in China

Nowadays, if the sharing economy could be real or not is still the hot discussion topic in the society. DIDI, as a App own 300 million users and 15 million drivers, is facing the critics from all the industry in the society as well. Under the critics and questions, “imperfect” DIDI insists in its initial brand idea. Within its brand idea, DIDI never give up to discover and push the revolution of new market.


  1. Didi Uber Drivers Plan a Strike against 80% Decrease in Bonus
  2. A Diverse Digital Market in China for the ‘Year Of the Rooster’.
  3. A case study of US firm ‘Uber’ in China
  4. Youtube ads China


Leave your comment