Recently, Tinder the popular dating app started an outdoor campaign using popular memes and displaying them on billboards and hoardings all across big cities. The image and content on the billboards were a clever blend of quirky and creative.
The campaign which was named ‘Adulting Can Wait’ turned out to be eye-catching and engaged the target audience effectively. Tinder, through this out-of-the-box creative advertising campaign, has generated a few laughs and reached the target audience successfully at the same time.
In the OOH billboards, Tinder targeted Indian men. The memes displayed, took a dig at Indian guys who apparently cannot get things right. One billboard highlighted the cooking skills of men while the other sarcastically displayed meme on advertisements.
Another quirky creative was an old yet popular meme where Drake stands in an orange jacket approving something in the first frame and disapproving something in the other frame. In this meme, Tinder puts forth and highlights as well, the immaturity of people who opt for purchasing phones on EMIs rather than buying houses for a secure future.
The inventive OOH campaign turned many heads and engaged commuters. The billboards combined humour and sarcasm to engage the target audience. The campaign used multiple media to popularise, one of which was a video song, in which a young woman is seen wandering through a maze while engaging in many different activities. The maze in the video might be a metaphor for life itself as the woman goes about exploring each individual aspect of it.
Billboards and other out-of-home (OOH) displays are decades-old marketing format, but marketers are taking their OOH strategies in new and innovative directions by unconventional ideas.