This was Didi's first external publicity, after it pooled all its product lines to launch the “Didi Chuxing” big brand.
From the very beginning, we made clear the purpose of this campaign, that was the warm of Didi Chuxing's was really made, this campaign was not about getting data flow, but getting people. We had found the starting point of "road" for the warm concept, to evoke people's memories on the road in various ways, and Didi is the companion who accompanies us to experience all kinds of stories on the road.
We chose to complete this campaign with Xinshixiang -- a 3D H5 to collect memories on the road; A five-place offline activity had made the interior of Didi Kuaiche in these five places become our activity site, to through the guests' notes on the notebook, we continue to collect; A short film with all the highlights of the stories to conclude the event.
In the end, we gained 127,382 road stories, which became the most valuable brand equity in Didi Chuxing. We'd been pleasantly surprised by the enthusiastic feedback from drivers and passengers, and we'd been able to slow down and warm up this fast-moving Internet unicorn with the stories of the road.