THE ASK
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?

THE IDEA
#CariJodohApaAja
(Eng: #FindYourMatch)
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 RESULT
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
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