Publicis Groupe has established a ‘Power of One’ model for DiDi, with Zenith as the lead agency and Saatchi & Saatchi as creative partner.
Didi Chuxing (“DiDi”) is the world’s leading mobile transportation platform.
The company offers a full range of app-based transportation options for over 550 million users, including Taxi, Express, Premier, Luxe, Hitch, Bus, Minibus, Designated Driving, Enterprise Solutions, Bike, and food delivery.
Over 21 million drivers use the DiDi platform to find flexible work and income opportunities.
DiDi will initially launch in Melbourne on June 25 after having completed a successful soft launch in Geelong early this month.
“The decision to appoint Zenith and Saatchi was unanimous as we felt that their strategy and ideas best represented our goals in the Australian market.
We are looking forward to working with Nickie, (Scriven, Zenith Australia CEO) Megan (Kay, Zenith Melbourne General Manager) and the team as our business expansion here becomes a reality,” said a DiDi spokesperson.
Commenting on the win, Zenith Australia CEO, Nickie Scriven, said, “We are delighted to be appointed as DiDi’s lead agency as we launch DiDi into the Australian market.
“We love to work with new-to-market and challenger brands, as they give us an opportunity to really partner with clients and prove our purpose of delivering marketing-led growth and dependable ROI.
“In 2014 Zenith launched the Fitbit brand into the Australian market, taking it to 88 per cent market share in just two years. We are excited by the opportunity to launch and grow DiDi’s brand in the Australian marketplace in what is becoming a hotly contested ride-share category.”
Mark Cochrane, Managing Director of Saatchi & Saatchi Melbourne, said, “We are delighted to be appointed as the creative partner for such a progressive and innovative company as DiDi.
“Together we now look forward to launching the DiDi brand in the Australian market.”
Billings are undisclosed. Zenith and Saatchi & Saatchi’s appointment is effective immediately.