BRANDING IN ASIA – Jan 14 – Tinder has launched a new campaign in Thailand aiming to reposition the brand as a social app beyond dating. For years, Tinder had been established as a dating app with a stereotype of finding one-night stands and friends with benefits. This reputation posed a challenge for recruiting new users in Thailand, where a research showed that Gen Z is the most likely group to quit the app within one week for not wanting to participate in hookup culture. The agency came up with the idea "Friends with (Other) Benefits", or in Thai "Puen Sampan" which twists the word for "sex" into a brand new word for "friendship". In less than one week, the launch film received ~9M views and the campaign line "Puen Sampan" started trending on social media.
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