Recently we wrote how Meme marketing is emerging as a great option for brands who are looking to engage with the modern-age audience. The latest brand to use this approach is the dating industry leader Tinder that rolled out its latest brand campaign ‘Adulting Can Wait’.
The campaign started with a video advertisement and is getting support from the outdoor and digital media platforms by launching memes. This campaign tries to break the stereotypes about adulting and spreads the message of keeping the child inside you alive.
Made by advertising agency J. Walter Thompson (JWT) Delhi, the two-minute video features a young woman navigating through a maze enjoying different activities and meeting diverse people. The maze is a metaphor for the life stage itself, as one navigates her way of exploring the world and discovering oneself. Taru Kapoor, general manager, Tinder India believes that one’s experiences in her early 20’s serve as lessons in how to adult and eventually settle down.
Both the digital media and Outdoor memes have helped the brand to create a buzz among audience. Often brands tend to miss out the opportunity of using meme marketing in outdoor but Tinder has avoided ignoring this and is achieving great value from it. Have a look at the creatives we are talking about:
The film was created by J Walter Thompson, Delhi by managing partner Joy Chauhan, national creative director Sambit Mohanty, national planning director Pinaki Bhattacharya. Creative team comprised of Sayantan Choudhury, (executive creative director), Sumonto Ghosh and Sheetal Raghav.
Planning: Shweta Khosla (Vice President), Sulagna Chanda
Account Management: Naman Joshi, Shantanu Singh, Mukund Raina
Agency Films Producer: Mandeep Singh
Production House: Small Fry Productions
Director: Rajneesh Ghai ‘Razy’
Executive Producer: Ryan Suares, Varun Mohta & Girish Kant Singh
Music Director: Mikey McCleary
Singer: Anjali Sivaraman