HOW CAN WE BUILD RAPPORT WITH A YOUNG + BORED AUDIENCE? BY TAKING THE PISS OUT OF SOMETHING RELATABLE, OF COURSE.
When Thursday invited us to create a series of digital-first video ads to promote their anti-dating-platform dating platform, we got to work on understanding their target audience. As it turns out, many are openly exasperated by cliches and general profiles on standard dating apps, with millions following Instagram meme accounts dedicated to poking fun at terrible dating app profiles.
Our concept centred on the people behind the hiking pictures and golden hour bikini pics, flicking between the stereotypical things one might find on a dating profile and poking fun at them. But ultimately sending out a message that we are greater than what we could possibly put in a curated highlight reel, ending the ad on a hopeful, optimistic note and pushing people towards meeting in person.
We delivered 14 versions of the ad: one male and female version, a supercut, each captioned and uncaptioned, all in two aspect ratios (1:1 and 16:9). The main distribution was paid media, but it also sits on the Thursday landing page and on their private Instagram profile, where it has amassed 41.6K views.
