For many years, Tinder was indeed founded as being an app that is dating a label for finding one night 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 one of most likely team to quit the Tinder software within seven days for perhaps not attempting to be involved in hookup tradition. Having said that, but, other Gen Z users whom remained additionally revealed the interest that is highest in utilizing the application for non-dating or non-sexual purposes.
With one of these findings, Tinder had a need to alter its perception and positioning into the Thai Gen Z – being a social application that offers more worthiness beyond simply dating and starting up.
When it comes to pitch that is winning of Tinder, Wunderman Thompson Thailand dug deeply in to the Gen Z’s individual information. Whatever they discovered ended up being that this selection of users was keen towards finding platonic friendships through the application, not only the stereotypical buddies with benefits.
One user wrote on the profile that she had been interested in an “HR buddy” in her work search. Others reported passions to locate “friends” to try out online flash games, dine out at restaurants, head to concerts, or drama that is watching together. According to this understanding, the agency arrived up using the idea “Friends with (Other) Benefits”, or perhaps in Thai “Puen Sampan” which twists the phrase for “sex” into a brandname word that is new “friendship”. The target is to take advantage of this emerging trend as a brand new attraction for the Gen Z to give Tinder another opportunity.
Within just seven days, the launch movie gotten over 9 million views and numerous natural mentions when you look at the news. The campaign line “Puen Sampan” quickly began trending on social media marketing.
“The initial thing i did so whenever 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 will be replace the Gen Z’s perception of Tinder by showing them so just how endless the options 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 gaming, surf skating, discovering brand brand brand new restaurants and pubs, to fangirling over Korean actors. We knew instantly that’s exactly exactly what Tinder must be about into the year 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 will be right here to remain that can even develop these connections into love that’s not predicated on simple attraction that is physical. We think this is actually the real method ahead for Tinder to attain beyond old-fashioned dating,” Boonyanate describes.
The campaign for “Friends with (Other) Benefits”/”Puen Sampan” continues through 2021 january.
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