TADA
Social Media Campaign
TADA is a ride-hailing service in Singapore. Constantly overshadowed by at least two other competitors, there was a need to find an opportunity among an always-on environment to reintroduce TADA’s values to new and existing riders.
Being the first zero-commission ride-hailing app in Singapore that originated from Korea, the content strategy’s aim was to give an own-able voice to the brand and shift online conversations from negative to at least neutral. Taking on pop culture cues from where the brand originated, a popular trope in Korean romance dramas is when the viewers root for the second male lead than the intended main love interest. This is usually the case because the second male lead have more endearing and quirky qualities than the first lead, who are typically posed as heart throbs. Hence with this, the Underdog Narrative was derived: TADA isn't the Top Dog, but that's alright, because everyone loves a good underdog story. These stories remind us to never lose faith in ourselves and to keep trying.
Supported by a humble tonality and Korean inspired illustration style, the underdog narrative cascades down to the content buckets:
RELIABLE
TADA is here for you:
Features important information that reinforces TADA's reasons to believe
EMPATHETIC
TADA understands how you are trying to win in life:
Content that has relatable and engaging messages that demonstrate current trends and speak to the audience’s lifestyle
ENDEARING
TADA celebrates its customers through content that showcase relatable wins big or small:
Trend jacking content, gamified giveaways, and quirky posts that you’d want to tag a friend in
EARNEST
TADA is humble and they take the time to care and grow:
PR-worthy activations and content that do good for the community
Being the first zero-commission ride-hailing app in Singapore that originated from Korea, the content strategy’s aim was to give an own-able voice to the brand and shift online conversations from negative to at least neutral. Taking on pop culture cues from where the brand originated, a popular trope in Korean romance dramas is when the viewers root for the second male lead than the intended main love interest. This is usually the case because the second male lead have more endearing and quirky qualities than the first lead, who are typically posed as heart throbs. Hence with this, the Underdog Narrative was derived: TADA isn't the Top Dog, but that's alright, because everyone loves a good underdog story. These stories remind us to never lose faith in ourselves and to keep trying.
Supported by a humble tonality and Korean inspired illustration style, the underdog narrative cascades down to the content buckets:
RELIABLE
TADA is here for you:
Features important information that reinforces TADA's reasons to believe
EMPATHETIC
TADA understands how you are trying to win in life:
Content that has relatable and engaging messages that demonstrate current trends and speak to the audience’s lifestyle
ENDEARING
TADA celebrates its customers through content that showcase relatable wins big or small:
Trend jacking content, gamified giveaways, and quirky posts that you’d want to tag a friend in
EARNEST
TADA is humble and they take the time to care and grow:
PR-worthy activations and content that do good for the community
Social Media Launch Post
Social Media Posts
Birthday (3rd year anniversary campaign): Happy Driver Happy Rider Campaign
Decal Sticker Design
