DiDi, the leading transportation mobile app, returns to Greater Cairo’s outdoor advertising scene with a bold new OOH campaign featuring beloved comedic actor Kozbara. Falling under both the transportation and mobile apps industries, this campaign builds on the momentum of DiDi’s successful October 2024 billboard rollout, which resonated strongly with audiences through its relatable humor and strong value proposition. The new wave stays true to its predecessor in both message and creative tone, spotlighting DiDi’s core brand promises of affordability and safety. With vibrant, eye-catching visuals and the taglines “Order DiDi for a cheaper ride” and “Order DiDi for a safer ride,” the campaign reinforces the app’s reliability while harnessing Kozbara’s widespread appeal to connect with a broad segment of Egyptian commuters. DiDi’s latest OOH visuals in Greater Cairo feature vibrant, attention-grabbing designs anchored in the brand’s signature orange—an energetic and optimistic color in advertising known to evoke enthusiasm, affordability, and action. The first visual is a clean, minimalistic design displaying the bold DiDi logo centered on a fully orange background, creating high visibility and brand recall. The second billboard presents a clever side-by-side narrative starring Kozbara, a beloved comedic figure. On the left, he appears worn out next to an old, rundown red car in a moody, dim setting, while on the right, he’s cheerful and relaxed, holding a DiDi receipt in front of a modern silver car under daylight. This visual contrast reinforces the campaign’s key messaging: Order DiDi for a cheaper ride and “He comes when you're ready, he doesn’t rush your comfort.” These relatable, humorous elements combined with the dynamic use of color and clear messaging make the campaign both emotionally resonant and visually impactful. With its latest campaign, DiDi not only reclaims its spot on Cairo’s billboards but also solidifies its image as a smart, reliable choice for urban commuters. By blending humor, relatability, and strong visual storytelling, the brand continues to connect with everyday riders in a fresh and memorable way. Fun fact: DiDi was founded in 2012 in China and quickly became one of the world’s largest ride-hailing platforms, offering services in over 15 countries. The app is known for using AI-powered safety features and for acquiring Uber’s China operations in 2016. With this newest activation featuring Kozbara, DiDi proves that it can localize its global success with campaigns that truly resonate on the streets of Egypt. Curious to know more about DiDi's campaign's location, budget, strategy, and more? you may take a look at our Egypt and The Emirates OOH-dedicated analysis system and Media Intelligence platform (MOOH).
