Wunderman Thompson Thailand’s brand new Tinder campaign appears for Friends along with other Advantages
For many years, Tinder was founded being a dating application with a label for finding one evening appears and friends with advantages. This reputation posed a challenge to Wunderman Thompson Thailand for recruiting users that are new Thailand.
Analysis in Thailand revealed that Gen Z is one of most likely team to quit the Tinder software within 1 week for maybe maybe perhaps not planning to be involved in hookup tradition. Having said that, nonetheless, other Gen Z users whom remained additionally showed the interest that is highest in with the application for non-dating or non-sexual purposes.
With one of these findings, Tinder necessary to alter its perception and placement towards the Thai Gen Z – as an app that is social offers more value beyond simply dating and setting up.
For the winning pitch of redefining Tinder, Wunderman Thompson Thailand dug deeply to the Gen Z’s individual information. Whatever they discovered ended up being that this number of users was keen towards finding platonic friendships through the application, not only the stereotypical buddies with advantages.
One user wrote on her behalf profile that she had been interested in an “HR buddy” in her task search. Other people claimed passions to locate “friends” to try out online flash games, dine out at restaurants, head to concerts, or viewing drama series together. Predicated on this understanding, the agency arrived up with all the idea “Friends with (Other) Benefits”, or in Thai “Puen Sampan” which twists the term for “sex” into a brand name word that is new “friendship”. The goal is to capitalize on this trend as a brand brand new attraction for the Gen Z to give Tinder another possibility.
In under seven days, the launch movie gotten over 9 million views and numerous organic mentions into the news. The campaign line “Puen Sampan” quickly began trending on social networking.
“The very first thing i did so once I discovered out we had been pitching for Tinder, I inquired my wife’s authorization to down load the software. She thought to me, ‘please behave, no body stands allowed’,” said Wunderman Thompson’s Executive Creative Director, Thasorn Boonyanate night.
“Our objective is always to replace the Gen Z’s perception of Tinder by showing them exactly how endless the options are for developing relationships that are meaningful the application, platonic or else. In my own research, i came across why these people that are young really diverse interests, from video video gaming, surf skating, discovering brand brand new restaurants and pubs, to fangirling over Korean actors. We knew instantly that is exactly exactly exactly what Tinder must be about within the 12 months 2021, an application that multiplies your love for a lifetime by matching you with brand brand new buddies who share and expand your passions, real buddies with long-lasting ‘benefits’ who’re here to remain and will even develop these connections into romance that is not predicated on simple real attraction. We think this is actually the means ahead for Tinder to attain beyond conventional dating,” Boonyanate describes.
The campaign for “Friends with (Other) Benefits”/”Puen Sampan” continues through January 2021.
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