On every Monday, urban residents in China would face painful traffic jam, worrying about being late and crowded buses, so "unhappy" has long been the state of most white-collar workers on Monday. Complaining (venting) is the favorite way of these residents to release stress, from which born the culture of our comments (which has a history of 15 years). Sympathizing with users’ sore point, Orange Monday joined in residents’ complaining comments and let more consumers take part in it, so as to enhance the sense of reality instead of just watching a long plotted marketing campaign.

Phase I (May 24-25,2015): create atmosphere by means of immersion experiences. The spectacular event of “Free Express”was 24-hour live broadcast using information flow of our news client, displaying the free orders, funny drivers and travel data in real time,passing the joy of free ride to more people in Internet style language. Phase II (June 1,2015): highlight key scenes and share the bitterness and joy with consumers at different times. Our editors took to the streets and interviewed users in 5 day parts to obtain real feedbacks and broadcast them using information flow of our news client at the same day part, giving users immersion experience. 0:00:"Orange Monday, Free DiDi in 11 dialects" 9:00 am:"I’m annoying" during morning peak with residents complaining traffic awkwardness, giving immersion experience to people on the road. 12:00 pm: special edition of "Does money matter?"on Children's Day 15:00 pm:"Don’t Miss the Free Ride"19:00 pm:"On Overtime“, with residents accusing the evil of overtime, free DiDi gives you a bit of comfort.

Phase I (May 25, 2015): news client, information flow of headlines - [24 hours live]

91 live broadcasts throughout the day (190% of estimated 48)

Page PVs: 787,770

Page UVs: 634,135 (630% of estimated 100,000)

Comments: 109,652

Rate of sharing: 38% (190% of expected 20%)

Phase II (June 1, 2015): The Most Orange Street Interview

Played at video information flow: 600,018

Page PVs: 257,587

Page UVs: 188,296 (188% of estimated 100,000)

An accompanying poll showed that 40% would like to try DiDi Express, so brand awareness and preference was effectively enhanced!

(58,128 persons participated in the poll).

2.15 million passengers used "Free Express" on May 25; 3.85 million orders were accomplished on June 1.

The DiDi Orange Monday, a successful marketing campaign, factually solved the problem of traffic jam in China through marketing. Working together, we and DiDi successfully launched O2O marketing in a micro social-initiative style–Attitude & Fast action. Through its news client, we transmitted the happiness of riding DiDi Express to Internet users all over China; by offering free ride through media, DiDi let users be touched by little happiness. The campaign made a better use of traffic resources in city, as drivers gave up driving and chose DiDi Express, and cars started carrying two or more persons instead of only one.

DiDi and we worked together to create Attitude & Fast Action –to amplify brand attitude using our media power and added a nature of social initiative to “Free Express”. It transmitted participants’ happiness by means of 24-hour live-broadcast and let more users enjoy the experience of riding “Free Express” through humorous and natural Internet interaction carried out in a micro social-initiative style. The campaign allowed the “Express" to bring happiness to urban white-collar workers and changed the Black Monday into Orange Monday!

DiDi is currently the hottest mobile travelling app in China. It launched DiDi Express, a new product cheaper than taxi and the models and services of which lie between taxi and chauffeured car services, and hoped to secure market through a fanfare of short-term marketing activities to rapidly attract consumers to experiencing DiDi Express. Therefore, DiDi launched a campaign on May 25 and June 1, two Mondays, offering free ride in 11 cities and hoped to expand its reach through the influence of our media.