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 considered the most most likely team to quit the Tinder application within 1 week for 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 necessary to alter its perception and positioning towards the Thai Gen Z – as an app that is social offers more value beyond simply dating and setting up.
When it comes to 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 band of users was keen towards finding platonic friendships through the application, not merely the friends that are stereotypical benefits.
One user wrote on her behalf profile that she ended up being shopping for an “HR buddy” in her 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. Centered on 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 brandname brand new term for “friendship”. The goal is to take advantage of this trend as a brand brand brand new attraction for the Gen Z to give Tinder another possibility.
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 started trending on social networking.
“The very first thing i did so whenever 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 will be replace the Gen Z’s perception of Tinder by showing them exactly how endless the options are for forming significant relationships on the application, platonic or else. Within my research, i came across that these young adults have actually extremely diverse interests, from video video gaming, surf skating, discovering brand new restaurants and pubs, to fangirling over Korean actors. We knew instantly that is exactly exactly what Tinder must be about within the 12 months 2021, an software that multiplies your love for a lifetime by matching you with brand brand new buddies who share and expand your passions, genuine buddies with long-lasting ‘benefits’ who will be right here to keep and could even develop these connections into relationship that is not predicated on simple real attraction. We think this is basically the real method ahead for 
Tinder to attain beyond conventional dating,” Boonyanate describes.
The campaign for “Friends with (Other) Benefits”/”Puen Sampan” continues through 2021 january.
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