The World of DiDi Hitch
Brand recognition campaign
The competition in China’s C2C ride-sharing market was highly homogenized. Facing the challenge, DiDi Hitch wanted to stand apart, so it reshaped its brand image and launched an educational campaign for users to understand the company better. The design expresses the brand concept, “sharing travel, better life,” in an appealing and immersive way, boosted by a new logo, three characters, and a virtual narrative. The design concept has been consistently applied to ads, videos, and gamification functions in DiDi’s app. Half a year after the rebranding, market research studies showed that users’ awareness, understanding, and recognition of the brand had increased by 6%, 20%, and 28%, respectively.
Date of Launch
2020
Development Time
up to 12 months
Target Regions
Asia
Target Groups
Consumer / User