For decades, Tinder was indeed 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 brand new users in Thailand.
Analysis in Thailand revealed that Gen Z is considered the most group that is likely quit the Tinder application within seven days for perhaps maybe maybe not attempting to be involved in hookup tradition. Having said that, nonetheless, other Gen Z users whom remained additionally revealed the greatest interest in utilising the software for non-dating or non-sexual purposes.
With your findings, Tinder needed seriously to alter its perception and placement towards the Thai Gen Z – being an app that is social offers more value beyond just dating and setting up.
When it comes to winning pitch of redefining Tinder, Wunderman Thompson Thailand dug deeply to the Gen Z’s individual information. Whatever they discovered had been that this number of users was keen towards finding platonic friendships through the application, not merely the friends that are stereotypical advantages.
One user wrote on her behalf profile that she had been searching for an “HR buddy” in her own task search. Other people reported passions to locate “friends” to try out online flash games, dine out at restaurants, visit concerts, or drama that is watching together. According to this insight, the agency arrived up using the idea “Friends with (Other) Benefits”, or in Thai “Puen Sampan” which twists the phrase for “sex” into a brandname brand new term for “friendship”. The goal is to take advantage of this trend as a brand new attraction for the Gen Z to give Tinder another possibility.
Within just seven days, the launch movie gotten over 9 million views and numerous natural mentions within the news. The campaign line “Puen Sampan” quickly began trending on social media marketing.
“The initial thing i did so whenever I discovered I asked my wife’s permission to download the app out we were pitching for Tinder. She believed 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 so just how endless the number of choices are for developing significant relationships on the app, platonic or else. During my research, i came across why these young adults have actually really diverse interests, from video video video gaming, surf skating, discovering brand brand brand new restaurants and pubs, to fangirling over Korean actors. We knew instantly that is exactly what Tinder must be about when you look at the 12 months 2021, an application that multiplies your love for a lifetime by matching you with brand new buddies who share and expand your passions, genuine buddies with long-lasting ‘benefits’ who’re right right here to keep and could even develop these connections into love that is not centered on simple real attraction. We think this is actually the real way ahead for Tinder to achieve beyond old-fashioned dating,” Boonyanate explains.
The campaign for “Friends with (Other) Benefits”/”Puen Sampan” continues through 2021 january.
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