Local Love Charms
Tinder
The dating app market is saturated, especially in big cities. The clear market leader is Tinder. Since there’s nothing left to gain here – especially among Gen Z women – we’re heading to where potential still lies sleeping: medium-sized cities.
Dating behavior here is more homogeneous than in big cities. People meet up in the same places, do the same things, and have similar attitudes. The app’s data confirms this. We’ve turned it into a hyperlocal, social-first campaign designed to get Gen Z excited about dating on Tinder again. The tagline: This is how you date on Tinder.
Data visualization alone doesn’t convey our message. We need an emotional insight drawn from Gen Z culture that we can translate visually. To achieve this, we’re using personalized accessories – so-called “charms.” As the key visuals for our campaign, we’re transforming local insights related to dating into symbolic mementos: Local Love Charms. Each charm represents a small piece of regional dating culture – a habit, a place, or a shared inside joke. This results in 28 unique charms for 20 cities and 8 federal states, which we transform into over 280 assets for social media and (D)OOH. These are complemented by 28 audio spots and various UGC creator stories.
