Didi’s copywriting “Treading Water”

Two years later, Didi started to refresh its outdoor marketing, hoping to establish its image through copywriting on billboards, but the effect was not good. What is the reason? Let's take a look.

After two years, Didi started to refresh its outdoor activities again.

This is the one that was most praised by the copywriter.

This photo shows a person walking into a large shopping mall and guiding people who want to take a taxi to find a seat.

What is not detailed enough is the traffic flow in front of Gate No. 1; the waiting time; and even more detailed, how many minutes after the call is made will there be a response.

The reason why I am critical of Didi from a copywriting perspective is that they no longer have an APP for new users to register, but they still have a mini program for new and old users to use. In the past two years, both the inside and the outside have been a bit messy.

From the perspective of receiving business, advertising companies will not delve into the copywriting. Whether the system can do it or not, how can advertisers endorse it? Didi finally found this vacancy with the second party, and they were too excited to wait.

Didi's marketing department probably wasn't strong enough to realize that during the two years when it was lurking underwater, other portals were all trying new things. They thought that by making an exclusive statement like this and being magnanimous, they could easily regain their position as the boss.

This is also the case. I thought that at the exit of a high-speed railway station, a warm reminder would be put up, and the memory of Didi would naturally come to mind. I didn't expect that it would be like a duck passing through water without a trace. The gesture of regaining the position should not be "reminder" but "promise". The copywriter should change this sentence to: Now I have the luggage in my hand. I forgot it when I got off the bus. Didi will send it back in half an hour. Dare to promise? Do you want to fight? What's the weight of just tickling?

A friend of mine took a private car and complained in his circle about all the things in the car.

Didi has been restricted for two years. After the ban is lifted, shouldn’t it also provide comprehensive benefits? Let the copywriter inform: From now on, Didi will provide charging cables, tissues, wet wipes, chewing gum, etc. across the board. I remember once I was sitting in the front seat of Didi and pulled two tissues off the driver’s desk. The driver immediately muttered: This is my personal one. You have to say hello before using it. I wanted to get off the car. After all, Didi has hurt many people. Only by overcorrecting can it stand firm.

Is this copy touching? I'm afraid it's not. It's like telling the next generation that it can "take care of" them.

But what should we take care of? If the next generation cannot spare the time to accompany us, then where should we accompany them? Can we accompany them anywhere? Or should we only take care of “sending them to us”? But does sending them to us count as “accompanying”?

When you first tell the information but not the benefits, the audience will interpret it as "you are too polite".

If you have the ability, you can give your parents movie tickets on Father's Day, send them to the cinema, and pick them up from the cinema. This is the true meaning of "accompanying" them.

It's not interesting or interesting to talk about this in such a big space. It's better to just write: If a mobile phone is lost in the back seat, Didi will recover it and compensate you.

Since Didi is making a new appearance, it is not appropriate to have only one or two highlights, and it is not good enough to just show the skin but not the flesh. It is not that the copywriter of the advertising company did not try hard, but that Didi itself did not think clearly.

If you want to fight again and consolidate your leading position, don’t just do the usual half-hearted things. Even your competitors will be embarrassed.

To achieve these goals, whether the system, human resources, or image support it, Didi may have to go through more than just a "breakthrough", and I'm afraid it will require a "complete transformation". However, for those who Didi has previously sold, it is probably their duty to take this opportunity to turn over a new leaf and give back.

Imagine that two years later, Didi resurfaced. Apart from the new billboards, the image of the drivers is still the same as before, and the image of the vehicles is still a greasy mess. How can the above announcement be conveyed to each individual passenger? Who thinks that your new reminders will be fulfilled? If it is just a change of soup but not medicine, and each driver is still profit-oriented, and each driver is engaged in various platforms, there is no more visual identification between calling you and calling other platforms, then what exactly did Didi change? Then where is the characteristic of the "high-tech enterprise" that all ride-hailing platforms claim to be?

Author: Steven Cheng

Source: WeChat public account "Copywriting Free Shipping"