SG-based TADA taps XGATE to drive expansion in HK

Singapore-based ride platform TADA has tapped digital marketing agency XGATE to drive expansion in Hong Kong. 

TADA’s expansion into Hong Kong marks a significant step in transforming the ride-hailing experience with TADA’s unique zero-commission model, allowing drivers to retain more of their earnings while providing passengers with fairer fares. 

​​Selected from a competitive pool of agencies, XGATE stood out for its innovative creative and media strategies, coupled with a deep understanding of local market dynamics.​  

Under the partnership, TADA will ​work ​with local taxi fleets​ to offer 3,000​ to 4,000 vehicles on its platform​ for a start​. ​TADA welcomes all Hong Kong drivers who meet the requirements and are interested in benefiting from TADA’s zero-commission model to enhance their working lives and uplift their income.​​     ​ 

This collaboration will be instrumental in driving awareness and app downloads as TADA aims to establish a strong presence in Hong Kong. 

Ella Choo, regional head of marketing at TADA, shared her enthusiasm about the collaboration: “Partnering with XGATE feels like a natural fit. Its team not only shares our passion for innovation but also brings a keen understanding of the unique challenges and opportunities in this vibrant market." 

Xen Chia, strategic marketing director at XGATE, added, “We’re honoured to partner with TADA. This integrated approach allows us to leverage data-driven insights and synergies to enhance marketing impact and achieve superior results.”  

​​With its unique zero-commission model, TADA allows drivers to keep more of their earnings, making it an attractive option for those looking to earn more while maintaining flexibility, without the burden of high commissions.​ This approach ​not only incentivises drivers, but also promotes better service quality, and fair fares for riders.​​     ​ 

​​Building on its success in Singapore, TADA will also extend several smart app technologies to enhance the ride-hailing experience in Hong Kong. Key features include real-time tracking for riders​ for safety​, a dynamic pricing algorithm for fair charges, and a user-friendly interface that simplifies ride booking and payment processes. ​ 

Riders can pay using cash or credit cards and the beta launch will serve key areas, including Hong Kong Island, Kowloon, and Hong Kong International Airport. To celebrate the special occasion, TADA is offering new riders up to HK$380 in rewards through a joint promotion with Mox Bank, a subsidiary of Standard Chartered. 

TADA’s CEO Sean Kim said: “Hong Kong’s dynamic economy and high population density, combined with a strong demand for efficient transport, mark an important step in TADA's expansion. By focusing initially on key areas, we aim to provide quality service and a positive experience, while gathering feedback to refine our offerings. This beta launch is the first step towards our broader expansion across Hong Kong. We are committed to continuously improving our service to provide a reliable, efficient and convenient experience.”   

“Leveraging our extensive experience in regulated markets, we are committed to working closely with local authorities, industry partners and the community to provide safe, convenient and reliable rides in Hong Kong. We look forward to being a part of Hong Kong's transportation solution, serving the city with high-quality rides that meet the needs of all Hong Kongers,” Kim added. 

Mox Bank’s chief growth officer, Rohan Bhargava said: “As TADA’s exclusive digital bank partner in Hong Kong, we aim to deliver enhanced convenience, exclusive benefits, and tailored offerings that cater to the needs of Hong Kong consumers. This collaboration extends the value proposition of our Mox Credit Card by enriching customers' spending and travel experiences, both local and overseas, with their preferred rewards. It also underscores our commitment to providing personalised solutions that create value for our customers while supporting the growth of Hong Kong's dynamic commercial ecosystem.” 

​​​TADA believes in creating ride-hailing experiences that are fair and equitable for everyone involved; and is committed to fair pricing, uplifting drivers’ earnings, and technological innovation remains at the core. ​​​​The rider app is available for download on the Apple App Store and Google Play.

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