Tinder had a bad reputation as being just a hook-up app in Indonesia. How do we destigmatize the idea of using Tinder and change the perception of it as something that is culturally and socially acceptable?
Find your match for anything beyond dating through Tinder. "Jodoh" originally means "soulmate". But nowadays, "jodoh" means a matching partner: A matching partner to eat chocolate ice cream with, a matching partner to party with, a matching partner to sing along to Elton John with, etc.
The campaign was successfully launched in 3 markets: Indonesia, Thailand and Vietnam with highest monthly/weekly/daily active user of Tinder Indonesia since inception by double-digit growth and double-digit revenue growth Month over Month.
Chief Creative Officer: Adrian Miller
Creative Director: Evelyn Wongsosaputro
Art Director: Yorens Malonda
Copy Writer: Amanda Sarosa
Agency: Ogilvy Indonesia