Discover the Moto Offline project, by DiDi/99 in Brazil

Have you ever heard of Moto Offline? The project was created to drive the adoption of 99Moto in Brazil's smaller cities, where motorcycle taxis are already part of local culture, just not yet through an app. The challenge? Build a new culture with DiDi/99 at the center of local mobility.

In total, nearly 150 cities from the POC (Portfolio of Cities) were selected across Brazil, all sharing a common need: accessible and efficient transportation. The mission of Moto Off-line is to grow ride volume in these regions, creating healthy operations through local campaigns and initiatives.

“Cities respond in different ways depending on their background. The challenge is to create a scalable playbook, knowing that each one is completely different,” explains Gabriela Kalleder, Operations Specialist.

How does this work in practice?

The project was divided into waves. The first one, launched in March, focused on 20 cities with customized approaches. The goal was simple yet bold: go from zero to building active markets in regions with no previous ride activity, while gathering learnings to apply in future phases.

One of the key insights from this phase was the importance of physical presence. Visits to cities like Cascavel, Russas, Itapipoca, and Acaraú (all in the state of Ceará) helped the team better understand entry barriers and local habits.

“There are factors you just can’t capture with data alone. We went on-site to understand what was beyond our line of sight,” says Gabi.

Alongside her were Anna Ishisaki, Bruno Oliveira, Caio Pilotto, and Fabrício Ribeiro (Ops); Milena Souza and Patricia Silverio (Marketing); Victor Souza (Insights); and Gustavo Pereira (Media).

In partnership with the CX team — Marcio Junior, Maria Goncalves, and Vinicius Segawa — who worked on the relationship with Business Developers, the squad mapped the local landscape for each city: how motorcycle transportation operates, whether motorcycle taxis are already present, the influence of local unions, the most effective regional advertising channels, and the profile of local riders.

From there, the Marketing team activated three strategic paths:

• Offline – using tools like sound trucks, billboards, and flyer distribution;

• Hybrid – combining physical and digital activations;

• Online – focusing exclusively on digital marketing in cities where some traction was already present.

Results and key learnings

Moto Offline is proving to be a success, and the numbers keep growing. In off-line cities, where we started with zero DRR (Daily Ride Rate), we reached an average of 400 rides per day within just six weeks. Cities with digital-only activations jumped from 900 to 3,500 daily rides.

Between February and May, none of the cities in the offline strategy remained below 10 DRR. The share of cities with DRR above 100, which was 0% in February, climbed to 17%. For cities under Hybrid and Online strategies, the share with DRR over 100 grew from 14% to 43%.

Now, with Wave 2 underway, the focus is on continuous improvement. Cities are being reassessed: some will move into phase-out to eventually return to the POC portfolio, while others will go into a “second chance” program. Segmentation is also becoming even more precise.

“In Wave 1, we adopted varied segmentation to map different profiles. Now, we’ll work with more fine-tuned strategies for each segment”, Gabi concludes.