DiDi: Smart Light

Posted on May 20, 2017 in Digital, Direct, Outdoor, Promo & Activation — Share this via

In China, 98% of backseat passengers don’t fasten their seatbelt. Despite a new law being introduced in March 2017, thousands of passengers continued to ignore this basic safety measure on the road. To combat this challenge, DiDi (China’s largest transportation platform) launched the Smart Light. We fitted multiple taxi’s and premium car services with seatbelt sensors connected to a rooftop LED screen. Once a taxi is hailed, the rooftop LED display lets passers-by know if the occupants have safely buckled up or not. By leveraging the cultural insight of “saving face” (to avoid humiliation and maintain the respect of other people) in China, this campaign worked to raise public awareness by associating seatbelt safety ignorance as a way to loose “face” in public.