DiDi Mobility

Lowfare Rideshare

Taking market share from Uber at an incredible rate.

There are occasions when a brand defines a category. They are synonymous
with the action of using the product so they become the vernacular for usage.
Uber enjoyed such dominance in rideshare in Australia. ‘Let’s get an Uber’ was the call from iPhone wielding rideshare users. It was our job to change that.


Uber has 98% awareness. Ola and DiDi had entered the Australian market. In particular DiDi had launched in Melbourne and Geelong. DiDi’s initial campaigns with another creative partner has only achieved low rates of awareness and subscription.

Our job was to develop a compelling brand idea for DiDi Australia. DiDi is a global leader in Rideshare, but a minnow in Australia.

We had to do this while spending a fraction of the others in media investment.


OMG developed the Lowfare Rideshare brand idea. We launched it with the Do More, Pay Less campaign via brand and performance marketing via digital and OOH.

We adopted a TV strategy without buying TV approach. DiDi could be seen on every single digital format from YouTube, Facebook, Instagram, Twitter, Snapchat, Catch-up TV Apps, Spotify, Tinder, Bumble, WeChat, Google and more.


DiDi has doubled its awareness to nearly 80% of all rideshare users in the first 2 months. App downloads and usage have been incredible. Brisbane was the company’s greatest launch ever.

Millions of Australians use DiDi every single day. And it’s only the beginning. So get a DiDi there.

The Creative

DiDi – Lowfare Rideshare – updated branding
Out-of-Home creative.
Campaign Photography
Campaign Photography
Campaign Photography
Social media creative.
Flinders Street Station – insitu

The Numbers

Total Leads

New likes

on main Federation University Facebook page as residual.

Different Countries


More efficient than targeted cost per lead

Reach on Facebook

The campaign exceeded all targets set.

(As of 31st January 2018)

What else?

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Aenean elit turpis, aliquam in pharetra at, sodales eget mi. Morbi eget scelerisque neque. Quisque imperdiet massa ut purus posuere mollis. Pellentesque tincidunt sapien ut lobortis suscipit. Praesent vel ligula eget diam efficitur dapibus. Pellentesque eget tellus sed nisi sollicitudin porttitor non nec quam. Aliquam viverra tellus at dictum ullamcorper. Praesent purus justo, elementum in malesuada sit amet, pharetra at mauris. In condimentum nisl et velit maximus, dapibus fermentum sapien egestas. Ut commodo lacus justo, non interdum augue interdum sit amet. Proin eu dolor eget elit facilisis bibendum. Morbi convallis odio erat. Sed laoreet enim sit amet blandit blandit. Etiam sit amet dolor vitae est tristique ullamcorper sit amet eu lacus. Fusce et pharetra tortor.

Contact Us

OMG! Creative

Level 2, 10 Queens Road*
Melbourne Victoria 3004

03 9654 0532

*Entry via 10 Queens Lane

Not sure who to turn to? We'll make sure your enquiry gets to the right OMGer. Leave us a message and your details and we'll get back to you with magic sparkles at the ready. If you'd like to join the OMG! team submit your details in our careers form.