On Mother's Day, Didi DaChe , China's equivalent of Uber, wanted remove this barrier. On the busiest hour of the day, we offered customers the option to visit their mom, for free, instead of continuing to their specified destination.

On mother's day 2015, we arranged DIDI mother's day special ride, and placed the promotional material in all the cars. Drivers will propose and surprise the passenger with the offer of free ride to visit their mom if they willing to change their destination and we recorded with in car camera. The campaign is nation-wide and we targeted 5 major cities where the Didi car service is available.

Total Impression: 1.4 million

Change behavior: 1.4 Passengers visited their moms

A total of 129 commuters chose to visit their moms, creating a sensation online as the story got picked up by netzens who re-shared stories 1.4 millions times over, most applauding Didi Dache for their activation in re-uniting children with their mothers on Mother's day, truly transporting people closer together.