Tinder selects Ogilvy to spearhead launch in Indonesia with image clean-up among the priorities

Tinder has handed its Indonesia launch campaign creative to Ogilvy, with cleaning-up the image of the dating app among the agency’s key aims.

Ogilvy Indonesia said it will also need to “destigmatise online dating” in addition to changing the perception of Tinder.

The site is synonymous with hook-ups, an image which is frowned upon in Indonesia.

Ogilvy said it will look to promote Tinder as the “go-to app to meet other people with similar interests”.

It has already gone some way to re-inventing itself, Ogilvy said, although it admitted Tinder remains chiefly associated with hook-ups “which is not in line with Indonesian culture”.

“Tinder has become more than just the authority in dating since most millennials now use Tinder to meet people with the same interest,” Ogilvy Indonesia head of customer experience Yuliani Setiadi said. “This usage behavior change has become more apparent in Indonesia.

“We are so delighted that Tinder swiped-right on us and we believe that this is a good match as both companies believe in transforming people’s life through disruptive creative idea.”

Tinder has chosen Indonesia as its launch market in Southeast Asia because Internet penetration is high at 50%, while there is “hunger for personal social connectivity”.

Lyla Seo, Tinder country manager for Korea, Japan and Indonesia said: “Ogilvy Indonesia presented an impressive way of thinking, and lots of creativity for the task. It was such an impressive pitch and all Tinder folks also appreciated it. It captured Tinder’s spirit and culture spot on. We are looking forward to working with Ogilvy.”

Ogilvy Indonesia chief executive Anne Ridwan added: “It is one of the rare iconic brands that seamlessly becomes part of pop culture and helps people to enrich their lives.”


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