TINDER, HELPING STUDENTS ALL OVER THE UK MAKE THEIR FIRST MOVE ON CAMPUS.
CLIENT: TINDER
YEAR: 2023
IN 2022, A RECORD NUMBER OF STUDENTS WERE SETTING SAIL FOR THE FIRST TIME TO NEW CITIES AROUND THE UK - EAGER TO FORGE NEW CONNECTIONS. AND TINDER HAS A FEATURE THAT ALLOWS THEM TO SAFELY MEET OTHER STUDENTS IN THE AREA, MEANING THEY COULD EXPLORE PAST THEIR RANDOMLY-PICKED 6 FLATMATES.
INTRODUCING TINDER UNI; THE IN-APP FEATURE THAT ALLOWS YOU TO GET VERIFIED FOR YOUR UNIVERSITY. WITH A VIGOROUS REGISTRATION PROCESS THAT ALLOWS YOU MAKE LASTING CONNECTIONS WITH OTHER STUDENTS NEARBY. BUT THE THING IS, NO ONE KNEW ABOUT IT, AND TINDER HAD A PERCEPTION PROBLEM - ESPECIALLY AMONG OUR TARGET AUDIENCE. SEEN AS ‘ONLY A HOOKUP’ APP FOR BOOMERS; STUDENTS FELT IT WAS OUTDATED, UNCOOL TO USE AND WERE UNAWARE OF THE USEFUL FEATURE.
WE EXPLODED TINDER INTO 2022; CREATING A NEW AND MODERN ART DIRECTION FOR THE UK LAUNCH CAMPAIGN. WE REIMAGINED THEIR ICONOGRAPHY TO CREATE A 3D WORLD THAT WOULD RESONATE WITH THE TARGET AUDIENCE AND TO RETAIN AND PUSH BRAND RECOGNITION, WE USED COPY THAT WAS BOTH SMART AS WELL AS HYPER LOCALISED - SO THEY KNEW WE WERE TALKING DIRECTLY TO THEM. WE LAUNCHED THE CAMPAIGN FIRST IN MANCHESTER WITH A FULL CITY TAKE OVER.
A HUGE 36,000 STUDENTS SIGNED UP TO TINDER UNI AFTER OUR CAMPAIGN - 30% MORE THAN THE US LAUNCH EQUIVALENT! WE SAW UNPRECEDENTED SIGN UPS FROM MANCHESTER, WHERE WE LOCALISED OUR OOH COMMS. AND IN-APP ACTIVITY DROVE AN ENORMOUS 28.3% ENGAGEMENT, COMPARED TO A BENCHMARK OF 5-6%.
BUT IT WASN’T JUST STUDENTS THAT LOVED IT - THE MEDIA COVERAGE WAS EXTRAORDINARY TOO. DESPITE SAYING TINDER ‘WAS A BIT OLD SCHOOL’ TINDER UNI WAS RANKED NO.1 IN A LIST OF ‘DATING APPS YOU WANT TO USE IN 2022’ SHOWING WE ACTUALLY MANAGED TO MODERNISE THE BRANDS PERCEPTION, PUTTING IT BACK ON TOP OF THEIR COMPETITORS.
2023
HEAD OF DESIGN:
LIAM THOMAS
DESIGNER:
GRAZIELLA TUMBURRO
MOTION DESIGN,3D :
SIMONE VULCANO
LIAM DAVID THOMAS
DESIGN & CREATIVE DIRECTION
SELECTED WORKS
2024
