In the heart of Ho Chi Minh City, Vietnam, Tinder is taking a bold step forward in the narrative of modern love with its innovative campaign, ‘It Starts With a Swipe’. Following the global launch last year, the dating giant is now tailoring its message for the Vietnamese audience with a series of short videos that resonate with the local culture and dating dynamics.
A Localized Approach to Global Love Stories
At the core of this initiative is the adaptation of Tinder’s global campaign to reflect the unique social fabric of Southeast Asia. The campaign, through its locally produced content, aims to celebrate the myriad ways young Vietnamese are exploring relationships today. From fleeting moments that blossom into lifelong commitments to friendships that evolve into deep, personal connections, Tinder is showcasing the full spectrum of romantic possibilities.
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Celebrating Modern Dating Milestones
The campaign features three distinct videos, each exploring different facets of modern romance. Whether it’s the story of a single goodnight kiss that lays the foundation for a lasting relationship, a youthful friendship that matures into significant personal growth, or the journey of finding a partner to navigate life’s adventures with, Tinder’s narrative is all about celebrating the diversity of dating experiences.
Strategic Timing and Inclusive Messaging
Launched in collaboration with VMLY&R Vietnam, the timing of the campaign is no coincidence. Coinciding with the peak dating season, which runs from January 1 to February 14, and Vietnam’s largest holiday, Têt, the campaign taps into the renewed energy and dating aspirations of young Vietnamese singles. This period of heightened social interaction and celebration provides the perfect backdrop for Tinder’s message of new beginnings and diverse love stories.
Moreover, the campaign stands out for its inclusive approach. Recognizing the fluidity of modern relationships, it embraces a wide range of genders and orientations, reflecting Tinder’s commitment to empowering all forms of love.
Empowering Diverse Possibilities
Daniel Kim, Vice President of Marketing for APAC at Tinder, encapsulates the essence of the campaign: “Tinder doesn’t dictate the dynamics of dating but rather, we facilitate a world of endless possibilities. Our platform is a celebration of diversity, welcoming individuals across the spectrum of relationships, from brief encounters to lifelong connections. ‘It Starts with A Swipe’ is your gateway to the possibilities of love, in all its forms.”
