DiDi and Sunday Gravy have brought a little extra luck to the races, unveiling a fortune-telling experience at Flemington as part of the Victoria Racing Club’s Melbourne Cup Carnival.
Inspired by the iconic Zoltar fortune-telling machine, the activation saw DiDi’s much-loved character Nudgy transformed into a mystical fortune teller, inviting racegoers to test their luck and discover what the night had in store.
Racegoers who stepped up to the Nudgy Good Fortune Teller were rewarded with prizes designed to turn a day at the races into an even bigger night out.
From Crown vouchers, KBOX Karaoke experiences and Melbourne Skydeck passes to VIP tickets to see FISHER live, plus bar tabs at venues across Melbourne, Nudgy was handing out plenty of reasons to keep the good times going.
The activation builds on DiDi’s ‘Yes, I DiDi’ brand platform, created by Sunday Gravy, which celebrates the freedom to get out, go places and say yes to more.
“Most people go to the races hoping to get lucky. We thought we’d guarantee a few winners. Nudgy’s whole purpose is to help people get out and have more fun, so turning him into a fortune teller that actually makes good things happen felt like a pretty good idea,” said Josh Dorevitch, senior marketing manager at DiDi.
The experience brings DiDi’s playful brand personality into one of Melbourne’s biggest cultural events, extending the brand’s presence beyond the ride itself and into the moments that make a night worth remembering.
Credits:
Client: DiDi
Tim Farmer: Head of Brand Marketing
Senior Marketing Manager: Josh Dorevitch
Marketing Manager: Dylan Vale
Creative Agency: Sunday Gravy
Production Partners: Yippee Ki-Yay / Brad Burnett & Simon Ingerson
Event Management: The Create Company
