Wunderman Thompson Thailand’s brand new Tinder marketing searches for family with Other pros
For many years, Tinder ended up well established as a going out with software with a label for locating one-night accumulates and friends with many benefits. This name posed harder to Wunderman Thompson Thailand for getting new users in Thailand.
Investigation in Thailand showed that Gen Z is easily the most probably party to stop the Tinder application within 1 week for perhaps not planning to participate in hookup growth. On the flip side, but different Gen Z users just who remained also revealed the greatest desire for making use of app for non-dating or non-sexual needs.
These kinds of findings, Tinder required to changes the notion and positioning for the Thai Gen Z – as a cultural app that offers more value beyond just internet dating and hooking up.
For your receiving pitch of changing Tinder, Wunderman Thompson Thailand dug deeply inside Gen Z’s individual information. Exactly what they found ended up being this group of consumers was excited towards unearthing platonic relationships through application, not just the stereotypical family with amazing benefits.
One individual typed on her behalf shape that this beav wanted an “HR pal” inside her task look. Many mentioned welfare to locate “friends” to learn games on the net, eat out at diners, use concerts, or seeing drama sets collectively. Determined this understanding, the organization came up with the theory “family with (more) Benefits”, or in Thai “Puen Sampan” which turn the word for “sex” into a brand new statement for “friendship”. The goal is to exploit this trend as a fresh tourist attraction your Gen Z to give Tinder another opportunity.
Within just 1 week, the begin film got over 9 million vista and multiple natural mentions on television. The marketing range “Puen Sampan” eventually moving trending on social media marketing.
“The the first thing I did when I discovered we had been putting up for Tinder, I asked our wife’s permission to obtain the app. She believed to myself, ‘please behave, nobody day stop allowed’,” explained Wunderman Thompson’s professional Creative movie director, Thasorn Boonyanate.
“Our objective is always to affect the Gen Z’s sense of Tinder by demonstrating these people so how countless the possibilities were for growing meaningful associations about software, platonic or else. Inside exploration, I recently uncovered that these youths have very different interests, from games, search sliding, exploring brand-new eateries and taverns, to fangirling over Korean stars. I believed quickly which is precisely what Tinder should be about in 2021, an application that multiplies your love for life by complimentary you with new friends just who talk about and broaden your very own interests, actual pals with long-range ‘benefits’ that are not going anywhere soon and may even build these links into love that’s definitely not predicated on simple physical interest. We feel this is the means ahead for Tinder attain beyond standard a relationship,” Boonyanate describes.
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