DiDi Penalises People Leaving Football Early with the Sore Loser Saver

Research shows that nearly one in three AFL fans admit they've left a game early because their team was losing. DiDi is turning that behaviour into a penalty with the launch of  The  Sore Loser Saver.

Created by Sunday Gravy as part of DiDi's official AFL partnership, the campaign rewards fans who stay until the final siren, with fares getting cheaper the longer they remain at the ground. Leave early and you'll pay the price.

Fronted by four-time premiership coach Kevin Sheedy, the campaign calls out "sore losers with sore loser attitudes", urging supporters to "sit down and watch your team lose like a champion."

The campaign was pre-seeded across social, with a staged video of Kevin telling off Essendon fans for trying to leave the game early. In just 48 hours, the video gathered millions in organic reach, bringing sore losers into the cultural conversation for DiDi to own.

Timed to appear on stadium big screens at three-quarter time, when the temptation to leave is highest, the campaign also rolls out across TV, out-of-home, social, influencer and digital.

Tim Farmer, head of marketing at DiDi Australia, said, "Some of the best nights out are at the footy, and the fun shouldn't stop at the final siren. Sore Loser Saver rewards those loyal fans who stay until the end, regardless of the score, with cheaper rides to wherever the night take them next.”

Mary Graham and Phoebe Joiner, senior creatives at Sunday Gravy, added, "The easiest thing to do when your team's getting beaten is leave. We wanted to make staying the better option, rewarding fans who stick with their team right to the end.”