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Wunderman Thompson Thailand’s brand new Tinder campaign appears for Friends along with other Advantages

Wunderman Thompson Thailand’s brand new Tinder campaign appears for Friends along with other Advantages

For a long time, Tinder had been founded as being 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 new users in Thailand.

Analysis in Thailand revealed that Gen Z is one of group that is likely quit the Tinder software within seven days for maybe maybe not attempting to take part in hookup culture. Having said that latin dating site, however, other Gen Z users whom remained additionally revealed the greatest interest in utilizing the application for non-dating or non-sexual purposes.

With one of these findings, Tinder necessary to change its perception and placement into the Thai Gen Z – as a social application that offers more worthiness beyond simply dating and setting up.

For the winning pitch of redefining Tinder, Wunderman Thompson Thailand dug deeply in to the Gen Z’s individual information. Whatever they discovered ended up being that this band of users was keen towards finding platonic friendships through the software, not only the stereotypical buddies with advantages.

One user wrote on the profile that she ended up being in search of an “HR buddy” in her own task search. Other people reported passions to locate “friends” to try out games, dine out at restaurants, head to concerts, or drama that is watching together. According to this understanding, the agency arrived up with all 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 trend that is emerging a brand brand new attraction for the Gen Z to give Tinder another opportunity.

In under 1 week, 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 networking.

“The very first thing i did so whenever I discovered out we had been pitching for Tinder, I inquired my wife’s authorization to down load the application. She believed to me, ‘please behave, no one 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 how endless the number of choices are for developing relationships that are meaningful the application, platonic or else. During my research, i came across why these people that are young extremely diverse interests, from gaming, surf skating, discovering new restaurants and pubs, to fangirling over Korean actors. We knew instantly that’s exactly what Tinder should be about into the 12 months 2021, an application that multiplies your love for a lifetime by matching you with brand brand brand new buddies who share and expand your passions, genuine friends with long-lasting ‘benefits’ who’re right right here to remain and might even develop these connections into relationship that is not centered on simple attraction that is physical. We think this is basically the real means forward 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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