Tinder’s new brand campaign seeks to correct the record on modern dating, says global CMO
Tinder is rolling out its new global brand campaign, ‘It Starts With A Swipe”, to the Australian market, with the help of local agencies Akcelo, Thrive PR, Alley and Amplify.
The timing of the campaign comes down to the fact that Tinder’s perception had “started to get away from the brand”, global chief marketing officer, Melissa Hobley, told Mumbrella.
“When you don’t tell people who you are, then they will come up with that on their own,” she said, referring to the dating app’s reputation for being a “hook-up” site only, despite 31% of Gen Z members using the site to look for a long term relationship.
To address the perception gap, Tinder is highlighting the diversity of dating possibilities the app offers its millions of users, in an effort to make some ground with Gen Z users, who are seeking connection in different ways to generations before them.
“I wanted to get close to the insights,” said Hobley. “Acknowledge what makes Tinder special” and “bring that to life in beautiful ways”.
The campaign imagery was shot by French hybrid photo-digital artist, Pol Kurucz and produced by Early Morning Riot, with bright colours and scenes that evoke “modern day fairy tales” across a diverse depiction of the modern dating journey.
“Connecting on Tinder is diving into someone else’s universe. By extension, this campaign is an immersion into the colourful and diverse worlds of couples born out of a match,” said Kuruz.
“The stories, the colours, the diversity of sets, characters and interactions seen in the campaign are a visual allegory to the infinite possibilities a match can create. To convey the depth and intensity of relationships Tinder used a cocktail of unusual chromatic combinations, vibrant colours, contrast and pop aesthetics.”
The creative not only celebrates the diversity of possibilities, but also genders, orientations and multiculturalism, with campaign executions produced with a diverse cast and crew.
Hobley felt strongly that as the biggest dating app in the world, Tinder has a responsibility to “keep chipping away at stigma, homophobia, transphobia” and to “make it easier for non-binary folks to talk about dating and sex and relationships”.
“What we really want to say is: whatever you’re looking for is great, and whoever you are is also fucking great, and we will be here as a brand for you.”
Partner and ECD at Mischief, Bianca Guimaraes, said: “Tinder’s challenge to us was bigger than a change of brand perception—it was a change of dating perception. For more than ten years Tinder has made it easy and fun for members to meet up, yet along the way, some people have grown cynical about online dating. Today, there’s a new generation of people who aren’t jaded by dating, nor do they define dating the same way. The opportunity for Tinder is to communicate the infinite possibilities that exist on Tinder that lead to a one-time vibe or a long term relationship. We were inspired by how a match can launch into any one of those outcomes.”
The campaign will roll out on social media, across TikTok, Snapchat, YouTube and Instagram, as well as OOH, in large format rail and tram, street furniture and street posters.
Credits
US
Mischief @ No Fixed Address
Biscuit Filmworks
Grayskull (Service Co. for Films)
Rock Paper Scissors
Early Morning Riot Production Company
Parliament
Royal Muster
Banjo Soundscapes
Grayson Music Group
AU
Akcelo
Alley
Thrive PR + Communications
Amplify
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