TADA the joyest ride hailing app

Let’s go on joy rides more

Heading TADA’s social account for two years brought us to the realisation that we needed to be more aggressive if we were to turn the majority green pie into yellow. So, we did the complete opposite of going head-to-head.

Competitors were prioritising profits. And customer needs took a backseat. This meant a new lane opened up for TADA with the aim of focusing on the one thing all brands were neglecting—customer comfort and satisfaction. The best part, with the colour psychology that yellow = joy and happiness, TADA inherently champions joy.

The major repositioning for Southeast Asia began.

Celebratory scene with a group of people, some in costumes, cheering and throwing confetti around, with a white car in the foreground, and a woman in yellow holding a party popper. The background features gold colors and the text ‘Ride. Happy.’, alon
Celebration scene with a white car and a group of happy, excited people, some wearing yellow and black, celebrating with confetti, fireworks, and a woman in the foreground holding a party popper, all set against a gold background with the text "Ride.
Group of people celebrating a car crash with confetti and fireworks, holding party poppers, with a happy woman in the foreground, and a white car with damage on the front bumper in the center, all set against a yellow background.