For some time, Tinder happen to be set as an online dating software with a label for locating one-night stall and close with many benefits. This name presented hard to Wunderman Thompson Thailand for recruiting new registered users in Thailand.
Research in Thailand showed that Gen Z is considered the most probably team to give up the Tinder application within 7 days for not looking to be involved in hookup culture. However, but some other Gen Z customers who stayed likewise revealed the very best interest in by using the app for non-dating or non-sexual needs.
Using these findings, Tinder wanted to alter the perception and ranking on the Thai Gen Z – as a cultural software that offers more worthiness beyond simply dating and hooking up.
The earning pitch of redefining Tinder, Wunderman Thompson Thailand dug deep in to the Gen Z’s consumer info. The things they realized ended up being that gang of individuals ended up being excited towards locating platonic relationships with the software, not merely the stereotypical pals with pros.
One individual had written on her page that this dish needed an “HR friend” during her work lookup. Many mentioned pursuits find “friends” to experience online games, eat out at restaurants, stop by gigs, or viewing crisis sets along. Based upon this knowledge, the agencies created the thought “relatives with (Additional) Benefits”, or perhaps in Thai “Puen Sampan” which turn the phrase for “sex” into a whole term for “friendship”. […]