Tinder has launched its new advertising campaign, titled ‘You’re Not For Everyone’, to advertise the most recent feature launch, Tinder Explore.
To introduce Explore, a space within the app that hosts a suite of social experiences, Tinder released a 30-second spot. The spot hones in on a desire to meet someone who shares certain interests, no matter how niche. The campaign emphasises that more than half of Tinder members are Gen Z, as the creative takes inspiration from a generation that’s dating more authentically. The work was created in collaboration with newly-appointed creative agency of record Mischief @ No Fixed Address
George Felix, Chief Marketing Officer at Tinder, said: “Tinder has always been a place of discovery where you can break out of your bubble and meet just about anyone. But few things are more exciting than meeting someone who shares the same passions or hobbies—no matter how niche. With new features like Explore, members can make their dating pool a little bit smaller and experience the magic of discovery with people who share their interests.”
Greg Hahn, co-founder and CCO at Mischief, said: “It’s beautifully fitting that we found the perfect partners in a dating app. The Tinder team has ambitious creative goals, wants to make a stir and—most importantly—are just incredibly warm and fun people. We’re so happy we’re in this for the long haul.”
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