For decades, Tinder was in fact founded as an app that is dating 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 indicated that Gen Z is considered the most group that is likely quit the Tinder software within 1 week for maybe perhaps not planning to take part in hookup tradition. On the other hand, nevertheless, other Gen Z users whom stayed additionally revealed the interest that is highest in utilising the application for non-dating or non-sexual purposes.
With one of these findings, Tinder had a need to alter its perception and placement towards the Thai Gen Z – being an app that is social offers more worthiness beyond simply dating and starting up.
For the winning pitch of redefining Tinder, Wunderman Thompson Thailand dug deeply in to the Gen Z’s individual information. Whatever they found ended up being that this set of users was keen towards finding platonic friendships through the app, not merely the friends that are stereotypical advantages.
One user wrote on the profile that she had been to locate an “HR buddy” in her own work search. Other people reported interests to locate “friends” to try out online flash games, dine out at restaurants, visit concerts, or viewing drama series together. According to this understanding, the agency arrived up using the idea “Friends with (Other) Benefits”, or in Thai “Puen Sampan” which twists the term for “sex” into a brand name brand new term for “friendship”. The goal is to take advantage of this trend that is emerging a brand brand new attraction for the Gen Z to give Tinder another opportunity.
The launch film received over 9 million views and multiple organic mentions in the media in less than one week. The campaign line “Puen Sampan” quickly began trending on social networking.
“The initial thing used to do once I discovered out we had been pitching for Tinder, we asked 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 number of choices are for developing significant relationships on the application, platonic or else. During my research, i discovered why these people that are young extremely diverse interests, from video video gaming, surf skating, discovering brand brand brand new restaurants and pubs, to fangirling over Korean actors. We knew instantly that is what Tinder must be about within the 12 months 2021, an software that multiplies your love for a lifetime by matching you with brand new buddies who share and expand your passions, genuine friends with long-lasting ‘benefits’ who will be right right here to remain and will even develop these connections into love that’s not centered on simple attraction that is physical. We think here is the real means forward for Tinder to achieve beyond old-fashioned dating,” Boonyanate describes.
The campaign for “Friends with (Other) Benefits”/”Puen Sampan” continues through 2021 january.
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