“From a Match to a Flame” - Tinder
ADVERTISING CAMPAIGN, ILLUSTRATION, CONCEPT DEVELOPMENT, COPYWRITING
Tinder is a popular dating app that launched in 2012 and rose in popularity worldwide. It’s purpose is to create connections between people based on their location, interests, and mutual attraction.
Their main feature on the app is its swipe interface. Users are able to swipe right if they are interested or swipe left to pass to the next potential match.
The swiping feature can cause a reaction called “Matching”. This occurs when both users have swiped right on each other. From this, they are able to start conversations.
Timeframe: 3 weeks
STUDENT PROJECT
Programs Used:
Illustrator
Procreate
Photoshop
OVERVIEW:
TARGET MARKET:
Age: 21- 45 years old
Income: 40k-100k
Education: Highschool or College
Personality: Beer lovers, Open-minded
“PLAY WITH FIRE” POSTER:
The message “Play with Fire” is catered towards people who are unsure about downloading Tinder. As children, we are taught to never play with fire because it’s dangerous. With tinder, they are saying playing with fire won’t get you burnt.
“SPICE: CAN YOU HANDLE IT?” POSTER:
The message “Play with Fire” is catered towards people who are unsure about downloading Tinder. As children, we are taught to never play with fire because it’s dangerous. With tinder, they are saying playing with fire won’t get you burnt.
“HEAT OF THE MOMENT” POSTER:
This poster would be shown inside a parking garage.
The car feels warm inside, with fog filling the space. This represents how deeply in love they are, so much so that they're not paying attention to what's around them. That's why the picture looks like a dream, with them floating on clouds.
CONCEPT DEVELOPMENT:
During the initial stage of concept development, I focused on what Tinder is and its association to tangible objects and abstract concepts that represent Tinder and love. As I expanded my thoughts through a mind map, I came up with some good and bad ideas for campaigns. The GOAL at this stage was not to arrive at the final solution but rather to come up with many creative ideas.
Following the mind-mapping session, I wrote down what the campaign is, identified the target audience, included statistics to justify the choice of my target audience, and the goals of the campaign.
The GOAL of the campaign is to ignite connections among couples and turn up the heat of a received match. We want to encourage users to use the app and showcase the essence of love if you found it on Tinder. We also want to help people who are doubtful about the app by demonstrating that genuine love exists and can indeed be found through Tinder.
The target audience has been shifted towards woman is because 75% of tinder users are Male. Many women are hesitant to use dating apps due to concerns that their potential partners may not approach the platform seriously and instead use it solely for casual hookups. The GOAL in the imagery of the campaign is to showcase what true love feels like. Love is supposed to be warm, fiery, passionate, and powerful. These descriptors will continue to be a factor in the final touch points.
During the next stage of the concept development, my attention shifted towards coming up with more campaign ideas from the initial mind map. Despite my confidence in the “From a Match to a Flame” campaign, I wanted to make sure I explored thoroughly.
After finalizing the campaign, I proceeded to brainstorm multiple ideas for touchpoints.
TYPOGRAPHY:
For the typography, I wanted to convey a very romantic and “old school” feel to the advertisements. “Old school” love embodies loyalty, true devotion, and commitment—qualities that resonate with many. Especially with movies like The Notebook, and Titanic evokes a sense of nostalgic for many and represents an idealized version of what love that many crave for.
The problem that many feel with dating apps like Tinder is that they won’t find that “old school” love. By promoting this timeless concept, people will be inclined to not give up on finding love.
Auntha Clear is only used when the advertisements has a word that relates to heat. For example, fire or warmth.
Albra Medium is used for the rest of the tagline/phrase that supports the word that relates to heat.
