Did you drive to that big night out?

Welcome to Make Good Things Happen, a podcast for makers in business presented to you by Angela D’Alton and Renee Baker.
I want you to tell me about this Didi Tow campaign because now I’m intrigued. All right. In that case, what I’m going to get you to do is click through to that link that I’ve sent you from the campaign brief website and play the ad for the tow service from Didi and watch that and then let me know what you think of it.
Okay then,
so you can watch it yourself. You tell me your first impression of it because I’ve seen it a lot. I saw it a lot during the Christmas period on Free to Air
television, and I tend to watch a lot of cricket, so I saw that ad quite a bit.
I was fascinated by the whole thing, like from beginning to end, not only the
concept of the service, which we will go into, but also the campaign and the way they went about it. I’d love to know your thoughts about it. Well, knowing nothing
about it, apart from Didi, the brand, which I only I’m familiar with them as a ride share, like an Uber equivalent service, and seeing that ad,
which is a woman in a car who is eating a burrito seemingly after a big night
out. At the end of the ad, you realise she’s actually being towed in her car as
opposed to driving home. I can only assume that This is actually promoting someone
who may have been drink driving and got in a car accident and therefore needed a
tow But that just oh, it’s that where you went weird because I know nothing about
the service. That’s my first impression Right interesting. That’s that’s actually even
more interesting to me then Then I thought it would be like that’s not where I
thought you would go with this. The service is specifically designed for people who
have driven to a party venue event whatever, gotten a bit too hammered and then
can’t drive home but need to get themselves in their car home safely and this
service provides that. So you get in your car and they tow the car back to your
place so that when you awake in the morning not only do you not have any of the
guilt of potentially or even definitely drink driving but you’re still there too.
You don’t have to go oh man I left my car in the pub. Yeah so not only is that
the surface there’s also other elements to it I think if I expand on it because I
have thought about this for quite a lot and I don’t know if I’m proud of that but
the concern I guess around Christmas is that is more likely and therefore this is a
service that can potentially save lives. Let’s put it that way. So I don’t want to
disregard that potential positive outcome in any way but the use of us thinking that
that girl and it is heavily implied that she’s drink driving like let’s face it you
like you said you didn’t know that she wasn’t driving that car until the end. So
the idea is that you assume this young woman she’s a burrito or a kebab she’s
blind like she’s listening you know she’s like she’s obviously inebriated like you
said she looks like she’s had a big night I think she’s definitely inebriated and
it’s not until part the way through this particular ad that you realise she’s not
driving, that she’s just sitting in her car on the back of a tow truck and that
this tow truck has actually taken her and her car back home. Because yeah, she’s
saying thanks or see a mate or it’s a very, it’s very, it’s a very Australian ad.
I found it. Yeah. are because the way she behaves is it was kind of stereotypical
young girl out on the town kind of vibes after a big night and it wasn’t she
wasn’t like in any way offensive she just looks like she just looked like she was
having a good time and so but we we knew that she was probably inebriated and
shouldn’t be behind the wheel and that’s what we start thinking and I don’t know I

No, I felt like a little bit uncomfortable that they used the potential of drink
driving because I can’t even fathom that people drink drive in the first place. And
so for me, it was like, this is immediately not relatable because I would never
drink drive. But at the same time, you’re selling me something that prevents it from
happening. I don’t know, like I said, a lot of feelings. (laughs) Yeah, yeah, no.
And I had the same sort of whirlwind, I think, because it was like, sorry for the
pun, but a bit of a whiplash style of an ad that you kind of felt like twisted
the narrative right at the end. So that is already disorientating. And so you,
yeah, but then to sort of then unpack it further and think, I don’t know if it’s
a positive ever to see a drink driving adjacent scenario in that kind of positive
light because I and I guess we’ve also grown up to see horrific drink driving
advertising as in and like trying to promote not drink driving and the use of ads
that is very graphic and deliberately has shock value because that’s what the
research has proven is the most effective But in this scenario we’re seeing it very
differently, so it’s very jarring. I mean, that feels like a deliberate choice from
the marketing agency that have put this ad together, but whether or not it sits
right with me ethically, I guess is another thing to point out. Yeah, and I, yeah,
it sounds like you went through a similar push -pull around the feelings of the
whole thing. But logistics on this, how many tow trucks are lying around waiting?
I mean, is that the problem here? Do we have like a surplus of tow trucks that
need more work? I think that some smart person has decided that there are a lot of
tow trucks and I can vouch for this. Recently, I had a car accident. There’s like
10 turned up and they are highly competitive with one another again. So there’s
heaps. Do you know what I also thought? Well, in is particularly in my experience
of living in Sydney when I was there. Cars are a huge part of your life and
however Sydney doesn’t know that. It’s like Sydney hasn’t been designed for that,
but cars are everywhere. So is it just easier? Sometimes I think it’s like maybe if
we need a tow truck to move a car from A to B instead of using infrastructure
that is really difficult to use sometimes in Sydney or difficult to access, which is
why everyone has a car, you know, maybe it’s just another car solution that just
helps us keep the traffic moving. I don’t know. I just know, I just know from many
nights out how hard it’s been getting home. Like I can’t tell you. I can’t tell
you. I feel like a tow truck isn’t going to make it any easier. I mean, to me,
in my mind, a tow truck is very difficult thing to navigate and manoeuvre.
Oh, you mean getting through, oh, you’re thinking of like streets of Balmain,
Corners, that’s what you’re thinking. Yeah, they’re also, the trucks are branded Didi
anyway. I also want to know how much it costs and who’s actually using it. But
yeah, interesting. Thanks for sharing that. So that was “Gruen LITE”.
One of the things that we like to talk about, of course, is from scroll to cart,
the segment that we have, which kind of talks about the shopping experience online
and everything associated with it, be that the C -Want Buy process of identifying a
sponsored product on Instagram and the click -through process to buying it and
anything kind of associated with that whole process. Recently, our legal team,
if that’s how that we refer to them, at Legal123, we received their newsletter
because we are one of their clients. And it had some extremely interesting
information in it. It’s called the title of the newsletter is Lessons for Digital
Entrepreneurs, number six. It is all about online reviews.
And they pose the question, are you breaking the law with your online reviews? And
the newsletter goes through a variety of information about online reviews and their
legalities, what’s legal, what’s not. But also there’s a little bit of advice in
there about maintaining and building trust or rapport with your customers. Renee and
I, being massive fans of customer service and adhering to the law,
let’s face it, and so yeah, we found this a really interesting read.
And Renee, I think one of the things that you’ve always paid attention to, if we
share testimonials, which are reviews, which are, I think they are, I think they
would be considered reviews. A testimonial is someone’s account of working with your
business. So so it’s a review. But it’s interesting that you only post genuine
reviews. I think that’s one that most of us would already know, but it is actually
illegal under Australian consumer law to just get your mates to pop up a few words
about your business. Illegal, turns out. I reckon a few people do that, just
quietly. Yeah, it’s a definite red flag if you’re shopping online, if a review feels
fishy like it’s from someone in their family. Yeah, if it’s the surname is the
business, dead giveaway. The second one was to never alter or post only the good
parts of a review. The explanation being that choosing the only only the positive
part is the equivalent of creating a fake review, which is again also misleading and
deceptive conduct. Another breach of consumer law and consumer trust. – Can I just
add to that that from a marketing perspective, I feel like when I read a review
that has the whole picture, so yeah, a positive and a negative, so to speak,
I feel more reassured about the positive because I can tell that person’s been on
it. So yeah, even if it isn’t illegal, I would still recommend you do that, but
yeah, don’t even have to ’cause It’s the law. – The next thing is to be transparent
about incentives or payments that you might be handing out for those reviews or in
return for those reviews. And this includes discounts, freebies, payments or perks.
If you are setting up a business where you have reviewers receiving something in
exchange for their feedback, you should let your customers know. This would pertain
in particular to people who use influencers online. Instagram, for example, which used
to be the home of the influencers and is, I don’t know, I don’t know what it is
now. And so yeah, that’s also something worth thinking about.
This one doesn’t feel as much like a legal requirement as much as it’s a suggestion
to do the right thing as a customer service choice, which is don’t delete negative
reviews, respond politely. The additional explanation doesn’t outline that it’s illegal.
It just basically says it can be seen as misleading and that responding politely and
acknowledging issues and trying to resolve that issue publicly allows your audience to
identify how you deal with customers and how you, the sort of service that you
provide. And it’s a brand statement in and of itself, really. Another little tip on
that, don’t use generic canned responses as much as I’m a big fan of a canned
response. That is not the time. So if you are working with reviews on your website,
our friends at Legal123 also have a best practice document that you can download,
the legal guide to online reviews, testimonials, and endorsements. In addition to
that, Vanessa Emilio, who is the practice director of Legal123, can answer any
questions that you have if you book in a 30 -minute chat, and she only charges $99
for that. And if you have a legal issue that you just don’t know what to do,
she’s a really great start and a very affordable and accessible way into finding a
lawyer that might work for you.
One of the ways we like to refer to stuff that we’ve noticed in the news recently
is talk about it in our segment, Making Headlines. And today,
what we are talking about with you, goodies is AI. And the statistics around its
energy usage, which I have to say came as a bit of a shock to me. And yeah,
Renee brought it to my attention through an article that she read and yeah, I was
shocked. I think that it’s one of those things that when a service or a tool or
in this case, I guess all of the above software sort of slips into your life and
you sort of might be a bit wary about it from one perspective. And in the case of
AI, a lot of us will worry just from a like, what is this, a robot’s about to
take over our lives, is, you know, artists going to be out of work? Kind of we
were looking through that lens, but then we sort of realised, actually, it’s not
that scary. I mean, you know, it is actually kind of useful and I can get all of
this stuff done and actually, yeah, AI is great. We haven’t given any thought to
the other side of it, which I think a lot of us do with the internet in general
because we all sit on our computers and have access to everything on our phones.
And that is the energy and water consumption behind using these,
well, yeah, devices and tools and software. I guess I guess it’s probably no
surprise that using the internet does consume energy, but I think because we don’t
see it in its… We don’t see data centers and we don’t see massive server islands
because they’re not in our everyday, but if you did look that up, you would
actually be quite shocked. ABC News was one place that shared, but I think it did
do the rounds because it was quite big news in the tech world at the time. A chat
GPT text query uses nearly 10 times the power of a traditional Google search,
and yeah, an AI powered Google search uses 26 times the energy as the old fashioned
search. And I think it’s something like that that you just don’t really, it’s hard
to get your head around because from a user perspective, it’s the same process. We
open up a web browser, we type in our question, we hit enter. It’s not like we
go, oh yeah, I can see that turning the tap on for 10 minutes actually runs out a
whole heap of water because we don’t actually see that translation happening in front
of us. But yeah, on the water note, another article that we came across on Bob’s
says that a single chat GPT conversation uses about 50 centilitres of water,
which is equivalent to one plastic bottle. It doesn’t say how big the bottle, I’m
assuming. Well, I think in American terms, it’s probably like a point. And there’s
been, I guess, different varying numbers thrown around in various Instagram graphics
about how much water. But to the point that it’s now become a running joke between
Angela and I, if we do want to use chat GPT, we say just going to go crack a
bottle of water or go have a shower. But I mean, I don’t actually like being
flipping about it because if you boil it down, it is actually a bit scary. Just
how much? – I think, yeah, just how much water, just how much energy, just how much
kilowatts per hour or whatever the measurement is. The OECD policy report reported
that AI’s water footprint very significantly depending on where it is trained and
hosted. For example, AI consumes 1 .8 to 12 litres of water for each kilowatt per
hour of energy usage across Microsoft’s global data centres, with Ireland and the
state of Washington being the most and least water -efficient locations respectively.
Unfortunately, we can’t say, “Can I send all of my inquiries to Ireland?” Rewrite
this through Ireland. The thing that I guess how we do just slowly adopt these
technologies into our lives and fair enough to sort of don’t give them this level
of thought because it just becomes normal. I guess it does start to bring up
questions as to where this implication lies. Is it just fine that that’s what they
do because that’s just what it is and that’s what it uses? Or does they get to a
point where we have to put limits in place or put parameters around this? And by
we, I don’t know who I mean. No, and it’s interesting. This is a similar question
that I recall happening when the internet was first established that there would be
this sudden surge in requirement of electricity. And prior to that,
we hadn’t used as much electricity. It was just really simple. We just didn’t use
it as much. And I’m going to add on to that phones now, which we need to charge
all the time. So the power usage and technology obviously have been walking a path
together for a long time, but you know, even the service system that was already
established in order to maintain a global internet work, that was bad already.
And it does come down to that thing of, what will we tolerate as, as a species?
Sorry to get deep in stuff, but it’s true. I And at this point, we’re tolerating a
bit of stuff, generally speaking. Yeah. Yeah. To bring it back to makers in business
and our own business, I think it’s another opportunity to think about how you want
to position yourself within this conversation. And so we talked about legal one,
two, three. And one of the things We talk about it a lot with our members and our
clients is having policies on your website. It’s such a fun thing to talk about.
But to have proper legal policies like a privacy policy, terms and conditions, and
so on. But I think if we haven’t mentioned this on the podcast before, that having
an a stance or a policy around AI, I think is a really important thing. And
perhaps that actually includes your acknowledgement of the usage of the power,
the water, and so on. And how you therefore measure your default usage of it.
I mean, I think the thing is I even got teased tonight because we were cooking
dinner and my partner was with me and I was peeling some corn. And when I peeled
open the corn, it wasn’t like a bright vibrant yellow. It was a dull kind of
almost white and within seconds I had my phone out googling and when I say tease I
mean playfully tease like you really do just Google everything don’t you because I
couldn’t trust in that moment that the corn was that plays with two of your views
one potentially eating something off but yeah first of all not knowing and therefore
needing to google like don’t like knowing that second second thing is not eating
something that’s, you know, you don’t want to make yourself sick. And food germs are
worth worrying about as someone like you who’s been affected by food germs.
Yeah, he made me think because it was a good point. Where has our trust in
ourselves gone? At what point has Google slash AI become more important to us,
the information than our own knowledge, our own innate ability to say that’s okay,
that’s not okay. And yeah, you know what? In the end, we cooked the corn and we
ate it. So I guess time will tell. It is fun. I think one thing that you can
start to think about with chat GPT and various forms of AI chatbots that you might
be using and excited to use. And I get that because we feel the same. There was
apprehension at the start. We were sort of unsure. We sort of unsure. We dabbled,
we played and now we’ve gone, you know what, there is actually a place for this.
But I think still having that kind of moment, the stop and pause, is this actually
something that I need to run through chat GPT? Is this something that I even need
to Google? Is this something that I could actually just have a conversation with
another maker about or a friend or bring it to one of our group conversations that
we have through Make Good Things Happen, admittedly, yes, they’re online. But it’s an
information exchange that at least benefits a group of people as opposed to one
person in one room using a computer. It’s kind of like to round it all and connect
it all together and bring it back to ride sharing and car pooling. Yeah, okay, we
have to use cars, it’s part of our lives, but it’s better if we have two people
in the car than one. Yeah, and also think about using it as out of your marketing
and your website as to a point of difference because remember people are shopping
and buying from makers because they value the authentic handmade product.
They care about things like the environment, like being mindful with choices and
decisions. And so if they know, wow, not only is this person hand -making this
ceramic vase, but they’ve also thought about how they’re using AI within their
business and communicated that to me? That’s special when it’s considerate. Very true.
We also saw an interesting example speaking about the difference creatively between
what AI can do and the human element. It was in the New York Times,
it was content they’d created specifically for social media. It wasn’t like they were
just sharing an article. They had set up Hank Azaria, who you may or may not
know as one of the main voice actors behind The Simpsons,
since its inception, I think he voices over 100 characters. It’s ridiculous.
They pit him against AI to see if AI could replicate his voice believably in the
characters that he was portraying. They called it Hank Against the machine, which was
lovely. I thought it was so cute. So he essentially does his voices into,
they record his voices doing a variety of his different characters to see if AI can
recreate that character in a believable way. I mean, ultimately, the conclusion is,
no, it cannot in any way. I was going to say, we’ll let you find out.
I I mean, you can, you will also find out, but what it then, then continue to do
is, is they show Hank Azaria and they show you why AI can never replicate a human.
He shows you in particular by showing you the physicality that it requires as a
voice actor to act. And, and how having to act with your entire body affects your
voice and how it is such an important part particularly of animation of making the
whole concept believable because let’s face it, it’s weird. You know we’re watching
someone’s drawings with someone’s voice and somehow they’re matching together to form
some sort of cohesive narrative that we can follow. So it is pretty magical but I
think it was just so interesting watching him and obviously I’m very interested
interested in voice acting, having doubled myself. But watching him do the show how
physically has to get to make certain sounds happen or to make certain effects
happen and to make it sound like a sincere human when we aren’t looking at an
actual human making that sound. As a cartoon voice, that’s kind of what you’re
doing. You’re saying, I’m going to imply humanism onto this thing that is not human.
It’s a picture. – And I mean, this is just like, it comes back to art because that
initial fear that we all had of AI that it’s gonna take away artist’s work and
jobs, it’s like, it really can’t right now. I mean, it’s definitely going to change
certain jobs, but it’s just a shift in where that sort of skill set gets utilised.
And I think there’s always going to be, I hope, a need for that human element in
everything that we do, particularly when it comes to creative and the arts. So if
anything, the arts are probably the most protected. I think what we’re going to see
is, as we always see in humanity, or at least that’s what I’ve experienced in my
lifetime, is just this pendulum. Human humanity just goes from one side to the other
backwards and forwards over and over and over again.
Renee, there was something that you wanted to talk about for this week.
I and something that we’re kind of both pretty proud of. But I know you’ve done a
lot of the legwork on this scenario. So I’d love to hear what you’ve been up to
this week. I worked on launching a new element of our Make Good Things Happen
membership. So we have a group of really lovely members who are makers in business
that join us as part of an online community, Make Good Things Happen, largely that
it’s a connection with other makers in business. But we do so through online
workshops. We have tutorials online and an online database of videos and resources
and other bits and pieces. But we’ve had this membership, I think we’re in our
fifth year, Angela reminded me the other day. And over that time, we’ve built up
all of these different resources and they’re all living online on our website. But
we haven’t really had a thread that connects them all together. And so after a
little bit of brainstorming over the summer break, Angela and I have created a new
component of this membership called Making Pathways and the idea is that it’s not so
much a roadmap but it’s a way for makers to create their own path in business
because we’re very much believers of you finding your way in business through the
guidance and help and support of both Angela and myself but also the community that
you’re part of. And so each week we send out a newsletter to our members that has
one area of focus that makers can work on in their business to help them build
this path for themselves. And we’re really excited about it. It’s essentially like
bringing together all of the content that we’ve created over the last five years and
delivering it and sharing it in a way that’s meaningful and relevant to you as you
receive it. It was a big deal to get that together because it’s taken us a while
to go through everything that through everything that we have. For those of you who
are members, you’ve probably already received a couple by now that we’ve launched it
and we’re always keen to hear how you feel about it. If you’re keen to know what
that is and if you want to get one of these emails in your inbox each week, also
feel free to head to makegoodthingshappen .com .au and check out our Honeyeater
membership. It’s an accessible membership for makers in business. Very good. Thank you
for listening to this podcast. We really appreciate it. If you would like to get
any more information, show notes, subscription information, membership information,
please head to makegoodthingshappen .com .au and you’ll find all of the details there
that you’re looking for. We will see you next time. Bye. Hey door.
Swedish. Thanks for listening to Make Good Things Happen. If you enjoyed this
episode, why not write a review or share it with a friend. For show notes and
more, head to mgth .com .au. This has been a D’Alton Baker Production.

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