Taxi-hailing apps are gaining momentum globally, and China is a very important battlefield for both international players like Uber and local players like Didi Dache and Kuaidi Dache. While the battle for market share and consumer loyalty is ongoing, monetization has also appeared on the agenda of these taxi-hailing apps. Pioneer marketers have started to experiment with mobile advertising on Didi, and Huawei is one of them.
On December 17, 2014, Huawei sponsored Didi’s lucky money in its first attempt to place mobile ads on Didi for its newest smartphone, the Huawei Honor 6 Plus. Huawei has embedded the product name, ad copy, and images in Didi lucky money and aims to reach the more than 100 million Didi users and their friends on WeChat. Huawei has created four opportunities for ad exposure:
1. Banner ad on the menu page of the Didi app
2. Full-page ad when the user clicks into the banner ad
3. Sponsorship of Didi lucky money shared in WeChat
4. Full-page ad embedded in Didi lucky money
This ad campaign has certainly created buzz and attracted attention. However, Huawei could improve its implementation by: