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Tinder Steers Away From Hookups To Encourage ‘Friends With Other Benefits’
By Izza Sofia, 19 Jan 2021
Image via Tinder Southeast Asia
Tinder Thailand is looking to shed its image of being a hookup central in the digital world. The dating app has released a new advertisement with an intention to break this image and reposition itself as a platform where you can make friends.
The 90-second spot, which was produced by Wunderman Thompson Thailand, shows people swiping right to each other. However, this action isn’t to hook up, but to engage in other activities like playing video games, skateboarding, as well as playing board games.
Tinder has been synonymous with finding one-night stands as well as with people looking for friends with benefits. As a result, the company has found that Gen Z users are likely to quit the app within a week as they don’t wish to participate in such a culture.
The company discovered that Gen Z users are more interested in forming platonic relationships, and decided to come up with the idea Friends with (Other) Benefits. The campaign hopes to attract the Gen Z audience and give them more means to download the app.
“Our goal is to show Gen Z users just how endless the possibilities are for forming meaningful relationships on the app, platonic or otherwise. In my research, I found that young people have very diverse passions, from gaming, surf skating, discovering new restaurants and bars, to fangirling over Korean actors,” said Wunderman Thompson Thailand’s executive creative director Thasorn Boonyanate, via LBB Online.
“I knew immediately that’s what Tinder should be about in the year 2021, an app that multiplies your love for life by matching you with new friends who share and expand your passions, real friends with long-term ‘benefits’ who are here to stay and may even develop these connections into romance that’s not based on mere physical attraction. We believe this is the way forward for Tinder to reach beyond traditional dating,” he continued.
[via LBB Online, cover image via Tinder Southeast Asia]
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