The win covers integrated media planning and buying duties.
The world’s largest ride-sharing company DiDi Chuxing has chosen Zenith, part of Publicis Groupe, as its media business partner in mainland China.
A bespoke agency solution, D+Z, was created in order to cater for a client as unique as DiDi. The remit includes media planning and buying across both traditional and digital media. Previously several agencies had been working with DiDi on a project-by-project basis with the pitch called in order to consolidate media under one group.
“Our team was able to demonstrate strong understanding of consumers across China’s tiers, a smart data-driven approach to media and innovative technology solutions to convince DiDi that we are the right partner to fuel business growth.” said Bertilla Teo, CEO Publicis Media Greater China.
“We believe Zenith is the right strategic partner to support us. Through their data led approach they have demonstrated both the experience and capabilities to accelerate our business ambitions.” said a spokesperson for DiDi.
DiDi Chuxing is a major ride-sharing company, providing transportation services for more than 450 million users across over 400 cities in China, with headquarters in Beijing. Everyday, DiDi is completing 25 million rides per day which is equivalent to 600 rides per second in peak hours. It provides services including taxi hailing, private car hailing, Hitch (social ride-sharing), DiDi Chauffeur, DiDi Bus, DiDi Car Rental, DiDi Enterprise Solutions, DiDi Minibus, DiDi Luxe and bike-sharing to users in China via a smartphone application.
Didi Chuxing strives to harness the power of AI technology to help to solve the global transportation, employment and environmental challenges, together with different associations and partners. In 2015, DiDi was announced as a Davos Global Growth Company and in 2016, it was included in the Fortune ‘Change the World’ list and named as one of the World’s 50 Smartest Companies by MIT Technology Review.