Tinder Japan CEO talks about the aims and strategies of the “Love is with others” campaign | AdverTimes. by Sendenkaigi

Mr. Chou Kyo

Tinder Japan Country Manager. In 2012, he launched a web development company that develops and sells tools for corporations. In 2017, he was appointed as the Japan representative for BIGO LIVE, one of the world's largest live streaming platforms, and in 2019, he was appointed as the regional representative for East Asia and Pacific. Joined Tinder Japan in 2021 and oversees business in Japan and Korea.

A 2023 initiative aimed at deepening understanding of the brand: “Love is with others.”

Tinder, a matching app operated by Match Group, was launched in the United States in 2012. It has been increasing its share in the Japanese market since around 2015, and its Japanese subsidiary MG Japan Services (Tinder Japan) was established in 2019. Since 2021, Cho Kyo has been serving as country manager. Domestic marketing activities are led by Mr. Chou, and other staff members include a marketing director, digital media person, and product marketing person.

The team worked on an outdoor advertisement with the theme “Love is with others” that ran from September to October 2023. It was posted on longboards in front of Shibuya Station, Shibu Hachi Hit Vision, and inside multiple Tokyo Metro stations, and a web video was also released.

In addition, as a companion project, the documentary-style drama “My First Tinder'' was released on TikTok, and audio content by the actors of the advertisement is being distributed on Spotify's official Tinder channel.

Mr. Chow describes the purpose of the implementation as follows.

“Meeting through matching apps is so common that in the United States, data shows that about 60% of marriages start on apps developed by Match Group (including Tinder). Although awareness has spread, the essential value of “creating encounters between people'' has not yet been fully conveyed.We are implementing this measure in order to change the perception over the next 3 to 5 years. carried out.”

Copy is the key to creativity

The web video “Love is with Others.'' (60 seconds) carefully explains with powerful copy how various people give themselves the “best present'' by meeting “dear others'' such as lovers, friends, and colleagues. draw.

Tinder Japan “Love is with others” (60 seconds).

The outdoor advertisement features four people: comedian Yuriyan Retriever, businessman/talent ROLAND, video creator kemio, and model Michi, and overlaps with copy that also has the theme of encounters with others and the love that arises from them. .

The method and context set this ad apart from traditional dating app ads, which encourage people to find a partner and directly appeal to people to download the app.

“The marketing campaign we think of is not aimed directly at acquiring users.In particular, we wanted to convey the existence of Tinder as an infrastructure for meeting other people, so we used words such as “app'' and “download.'' Ultimately, we look at acquisitions, but our main KPI is whether or not recognition has expanded, and the brand lift effect.”

This copy, “Love is with others,'' which expresses Tinder's intentions in one word, was written by copywriter Reiko Kojima. Tinder Japan's marketing director, Midori Ito, appointed Kojima to make this happen.

“I thought copywriting was important. When I thought about copywriting that would resonate with our target audience of Generation Z and the theme of 'love,' I asked Mr. Kojima because he was the right person to do it.” (Mr. Chou) ).

The belief that copy is the key to brand appeal stems from the success of past campaigns. Outdoor advertisements posted from September to October 2021 carry punchy messages such as, “For the rest of my life, I wonder if there's a good person out there.'' It gained sympathy and became a hot topic on social media.

In addition, in 2022, in collaboration with Netflix's love reality show “Love is Blind JAPAN,'' in which men and women go on arranged dates without seeing each other's faces, Shibuya said, “Mr. Netflix, we have arranged meetings without seeing each other's faces. ?Wouldn't it be better to try Tinder instead of doing that?'' provocative messages were posted. Many people expressed their enjoyment of the interaction between the two on social media.

“Believing in the power of spreading on SNS and the power to move people's hearts, we focused on the copy this time as well. As a result, the copy was so wonderful that it almost made us cry. Overall direction was provided by Netflix. As before, we relied on (creative agency) KOORI. They produced something that we were very satisfied with.'' (Mr. Chou)

…The following content is “Tinder Japan, focus themes and policies in 2024.”Continue reading in the magazinedigital version(Available by subscription).

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Monthly “Brain” January 2024 issue

• 〈Introductory feature〉
• 2024
  Advertisers become creators
  What to expect

• The key is to have a flat relationship with creators.
• Morinaga Milk’s concept of “communicating advertising”
• Masayoshi Hayashi (Morinaga Milk)

• “I want to change the perception of matching apps”
• Tinder Japan 5th year outlook
• Cho Kyo (Tinder Japan)

• “kintone” in a period of change
• Our goal in 2024 is to unify our brand image
• Yuki Yamada (Cybozu)

• Live-action TV drama also released
• What will happen next for “Hajime, Ken and Setsu”?
• Taiki Ezumi (Ichi Construction)

• Advertising focused companies
• 14 companies responded
• “What do you look for in advertising creators?”
• Aoyama Shoji / Asahi Beer / Intermestic / Uber Eats Japan / Xing / Otsuka Pharmaceutical / Kao / Kanro / Kracie Home Products / GO / Dai Nippon Printing / Parco / LIFULL / Recruit

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