Tinder has appointed Ogilvy Indonesia to launch a highly visible and locally relevant creative campaign in a bid to build on its brand narrative in a manner which is unique and disruptive. The move comes as Tinder views Indonesia as its initial market to penetrate Southeast Asia, a statement read.
Tinder is also reinventing its brand image to go beyond being known as a dating app, and be the go-to app for meeting people with similar interests. As such, it added it requires a comprehensive communications campaign which ensures it is culture-appropriate in the countries they are operating.
Lyla Seo, country manager Korea, Japan, Indonesia of Tinder said in a statement that Ogilvy Indonesia had presented an “impressive way of thinking and lots of creativity” for the task.
“It was such an impressive pitch and all Tinder folks also appreciated it. It captured Tinder’s spirit and culture spot on. We really looking forward to work with Ogilvy,” Seo added.
To catapult the brand into Indonesia, Ogilvy worked to destigmatise online dating and also change the perception of Tinder as a “hook up” app into one which is seen as the nexus of social life. The brand leveraged on the agency’s OS strategic framework and local expertise to create an integrated campaign which is holistic. The campaign was also framed from the point of view of the audience.
This saw a study and survey being conducted with existing active users to understand their behaviours as well as expectations. It then garnered insight that online dating is still a closet behaviour. The statement added:
While awareness is high, Tinder is chiefly associated with hook-ups that is not in line with Indonesian culture.
Yuliani Setiadi, general manager, head of customer experience, Ogilvy Indonesia explained that especially in Indonesia, more Millennials are using Tinder for beyond dating and instead meeting others with the same interest. Setiadi added: “We are so delighted that Tinder swiped-right on us and we believe that this is a good match as both companies believe in transforming people’s life through disruptive creative idea.”
“I am thrilled that Tinder chose Ogilvy as their launch partner in Indonesia. It is one of the rare iconic brands that seamlessly becomes part of pop culture and helps people to enrich their lives experience. It’s a match made in great idea, energy and chemistry. We look forward to a partnership spawned from a perfect match,” Anne Ridwan, CEO, Ogilvy Indonesia, said.