TADA proudly claims title of SG's second, third favorite cab app in OOH ad

It's not every day that a company proudly claims its status as second or even third best in its field, but Singapore-based ride-hailing app TADA decided to do just that with a tongue-in-cheek OOH ad that has gotten people talking. 

In the ad, which was seen in Singapore's MRT trains, 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. 

Don't miss: Grab struts around town in mismatched outfits for GrabFood campaign

"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 while TADA were game, LTA expressed concerns over some lines.," they said. 

"So, the copy, including the campaign line, was changing constantly, some even after the campaign launched Ironically, the line that’s catching everyone’s attention - Singapore’s second, sometimes third favourite option - was untouched by clients and LTA from the start," they added. 

UltraSuperNew said that on Reddit, users praised the honest and self-aware ads, and on Facebook, a group of TADA riders and drivers were reflecting on the choice of words, agreeing that ‘first’ doesn’t mean much if they don’t have good vibes. On LinkedIn, professionals both praised the honesty, and slammed the easter egg microcopy as emotionless and a waste of space.

"It was our attempt at self-awareness and self-reflection, and every campaign is an opportunity for us to learn where that is lost and found. It’s also been heartening to learn that Singaporeans can handle the truth, contrary to what we’re led to believe daily here," they said. 

It added that the ad will be amplified on social media and other OOH campaigns in due time. 

"The ask of the brief wasn’t easy. We not only had to hit many check boxes but to also go through multiple rounds of vetting changes due to the context of what we wanted to communicate," said Yong En Soon, associate account director at UltraSuperNew. "That being said, kudos to the creative team to pushing the work and finding workarounds without compromising the integrity of the work. Big shout out to the TADA brand team too who believed in the idea and worked with us to make this come to life."

"We love a brand that knows their place. I had a great partner in senior art director Sharmain Lim, who also strives to leave a bit of honesty in projects we work on," said Raun Anand, senior copywriter at UltraSuperNew. He added:

It's really just a timely reminder to always write for the people, not the industry.

The news comes shortly after TADA said that it will be venturing into the Hong Kong market by end of year.  

The company will leverage its experience of operating in highly regulated markets to provide riders with fairer fares and offer drivers a higher share of earnings, when it launches its innovative technology platform in the city before the end of 2024.

This comes as TADA sees immense potential in the Hong Kong market, driven by a robust economy, high population density, and strong demand for reliable and efficient technology solutions, according to Sean Kim, CEO of TADA.

Header photo credit: Zen Leow/Linkedin

Related articles:
Singapore-based TADA to enter Hong Kong market
SG-based TADA launches in Thailand
foodpanda and TADA ink deal to introduce new user benefits for customers in Asia