TADA
2021
So far, so steady
TADA is a ride-hailing service originating in Korea that wanted to increase its brand awareness online. To differentiate TADA from similar ride-hailing apps, we created an underdog strategy for the brand. We wanted to portray the brand as relatable, more caring and more reliable than other ride-hailing apps.
After deciding on the direction and creating content buckets in line with our strategy, I conceptualised and wrote visual and post copy for various posts, including organising giveaways, to help TADA define its online identity.
TADA Cares
Under this content bucket, we wanted to show TADA’s kind and caring side that supports its drivers and riders.
K-Wave
We used Singapore’s love of Korean pop culture to create posts that highlighted the brand’s Korean roots while promoting TADA’s USPs.
Connection
We wanted to portray the brand as the link between you and your destination, your loved ones and your treasured moments.