TADA taps pop culture references and Singlish to redefine its push notifications

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Ride hailing app TADA is giving its in-app push notifications a revamp with the incoporation of pop culture and local references to connect with users’ daily lives, transforming generic discount code marketing into engaging, shareable experiences.

Some of the push notification texts and discount code names it has implemented include “Apateu” (a nod to the hit song “Apt.” by Rosé and Mars), relatable phrases such as “can is can” have created success and resonated with users in a fun, relatable and memorable way.

Some other notifications include:

"No boss I can't OT today but I can take SG$2 off my ride with code: LEGGO."

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"By leveraging pop cultural and local lingo, we connect with users’ daily lives, transforming generic discount codes marketing into engaging, shareable experiences that keep users coming back and excited for more," said a spokesperson from TADA to MARKETING-INTERACTIVE.

They added that this was to try to make TADA a trendy and smart ride-hailing app and that it wants to spark joy, understanding the humour, the vibes and the inside jokes.

TADA is well-known for its quirky marketing methods. Recently, it proudly claimed its status as second or even third best in its field, with a tongue-in-cheek OOH ad that got people talking.

In the ad, which was seen in Singapore's MRT trains earlier this year, TADA says:

Download TADA. Singapore's second, sometimes third favorite ride-hailing app.

The ad also gives viewers a code for SG$15 off their first three rides with TADA in bustop ads around the country.

"The brief was incredible. OOH ads for an alternative mode of transport, placed in and around public transport areas," said a spokesperson at UltraSuperNew, the agency behind the ad. "We kept it simple - greeting our audience at their most frustrated. Our lines for each placement were contextual and comedic, and TADA were game.”

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