SYDNEY, AUSTRALIA – With a relatively low number of COVID-19 cases in the background, the Australian government announced a three-step roadmap to start relaxing some of the restrictions, and many states have started allowing people to return to work and some social activities.
In line with this, the latest rideshare service to launch in Australia, DiDi has started the program “DiDi Hero,” offering rides to healthcare workers at up to 50 percent off in gratitude for their work on the frontlines.
Socially-led creative agency We Are Social was tasked with the promotion of the new DiDi Hero service. As part of the campaign, DiDi users were encouraged to submit “thank you” messages to frontliners, which are now being delivered in-app to them during their DiDi Hero trips.
We are social works with many of the world’s top brands, including Audi, Red Bull, Samsung, and Activision.
We Are Social and DiDi also produced a film showing three healthcare workers receiving an unexpected call from a recovered COVID-19 patient whilst going to work on a DiDi Hero trip.
“This campaign is a celebration of humanity, a message of hope, expressed directly by a COVID-19 survivor to the real heroes that have arisen during this global crisis,” said Edu Pou, executive creative director at We Are Social. “The experience of Michael, the recovered patient at the other side of the phone, is very personal, but his broken voice speaks for all of us.”
“Through the Hero campaign, we are bringing individual voices together in a national message of thanks to our country’s healthcare heroes,” said Douglas Toy, head of marketing at DiDi Australia. “We invite all Australians to continue to share their ‘thank you’s with our frontline workers as they continue to care for us in this time of need.”
Shot and edited in one week, the video was captured with in-car cameras so that no crew was required during filming, in compliance with current regulations around content production.
Head of Marketing – Douglas Toy
Marketing & Customer Strategy Manager – Rosie McFarlane
Marketing Specialist – Katie Penwell
Senior Digital Designer – Hallan Moulin
Production: We Are Social Studios
Director – Bob Mackintosh
DOP – Jordan Maddocks
Editor/ Post-production – Sam Wickham
Sound Design – Simon Kane/ Song Zu