challenge:

DiDi, the world’s leading mobility technology platform, was planning to launch the app in Kazakhstan (in Almaty, Nur-Sultan and Shymkent) and required awarness support.

approach:

Action Central Asia & CIS rolled out a PR campaign that was divided in three stages: tease, launch and sustain.

• The tease (pre-launch) stage included the announcement of the entry of DiDi to KZ market and start of recruiting drivers, as well as mentioning of the upcoming launch of the app for passengers. The scope of work on this stage included copywriting and distribution of a press release about DiDi launch for drivers across, organization of interview with Jaden Zhu for Forbes.kz, organization an interview with DiDi’s speaker that was posted for one of the largest KZ news portal Nur.
• The launch stage included organization of a press event, as well as arranging a ‘zero rider’ campaign.
• The sustain stage included organization of interviews, development of press releases and feature stories.