This month, Tinder, the dating app that revolutionised how people meet, has launched a new chapter of its award-winning global campaign, “It Starts With a Swipe,” into the Australian market. Titled RomCom, the campaign highlights the magic of romantic connections, comparing the challenges of real-life meet-cutes with the ease of finding love on Tinder.
Brought to life through cheeky hidden-camera-style TikTok content, featuring local talent and influencers like Lachy Mac, Sam Fricker, and Lily Grace, the campaign showcases everyday Aussies trying to create real-life romantic moments, only to realise the magic happens more easily on Tinder. Set in everyday locations such as the supermarket, dog park and local cafe, it shows that while romance doesn’t always go to plan in real life, Tinder is there to make connections easier.
“While the charm of meet-cutes in classic rom-coms captures our hearts, they’re rare in real life. With a new relationship starting every three seconds, Tinder is where millions of couples are forming real connections,” said Kristen Hardeman, country director, Tinder Australia. “The RomCom campaign playfully reimagines these chance encounters in today’s world, showing that modern love stories can be just as enchanting as those on the big screen”.
RomCom has already rolled out across a number of global markets, including the UK, Spain, Germany, France, Thailand, Korea, Vietnam, Mexico and Brazil. The local marketing and influencer campaign will run through mid-November. Currently, @lach_mac and @samfricker have gone live as part of the campaign, with more to come from the creators listed below: @phevaya @liily.gracee @jasminehoags
Credits:
Marketing and Communications – Tinder
Brand, Influencer & Creative Strategy – Amplify
Creative – Akcelo
Media – Alley
PR – alt/shift/
