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.
More efficient than targeted cost per lead
Reach on Facebook
The campaign exceeded all targets set.
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.