For many years, Tinder was indeed founded as being a dating application with a stereotype for finding one evening appears and friends with advantages. This reputation posed a challenge to Wunderman Thompson Thailand for recruiting users that are new Thailand.

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

With one of these findings, Tinder had a need to alter its perception and placement into the Thai Gen Z – being an app that is social offers more value beyond just dating and starting 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 discovered ended up being that this band of users was keen towards finding platonic friendships through the software, not merely the friends that are stereotypical advantages.

One user wrote on her behalf profile that she ended up being in search of an “HR buddy” in her own work search. Other people claimed passions to locate “friends” to try out online flash games, dine out at restaurants, head to concerts, or watching drama series together. Centered on this understanding, the agency arrived up with all 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 emerging trend as a 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 began trending on social networking.

“The initial thing used to do whenever I discovered I asked my wife’s permission to download the app out we were pitching for Tinder. She thought to me, ‘please behave, no body evening appears allowed’,” said Wunderman Thompson’s Executive Creative Director, Thasorn Boonyanate.

“Our objective is always to replace the Gen Z’s perception of Tinder by showing them so just how endless the options are for forming relationships that are meaningful the application, platonic or else. In my own research, i discovered that these people that are young really diverse passions, from video video gaming, surf skating, discovering brand new restaurants and pubs, to fangirling over Korean actors. We knew instantly that is exactly exactly 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 brand new buddies who share and expand your passions, genuine buddies with long-lasting ‘benefits’ who will be right right right here to remain and may also even develop these connections into relationship that’s not centered on simple attraction that is physical. We believe this is actually the means forward for Tinder to attain beyond old-fashioned dating,” Boonyanate describes.

The campaign for “Friends with (Other) Benefits”/”Puen Sampan” continues through January 2021.

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