SYDNEY, AUSTRALIA (October 25, 2024): 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:
Credits:
Media assets
Media assets can be found here.
Contact
Tinder AU via alt/shift: tinder@altshift.com.au
ABOUT TINDER®
Launched in 2012, Tinder® revolutionised how people meet, growing from 1 match to one billion matches in just two years. This rapid growth demonstrates its ability to fulfil a fundamental human need: real connection. Today, the app has been downloaded over 630 million times, leading to over 97 billion matches, serving approximately 50 million users per month in 190 countries and 45+ languages - a scale unmatched by any other app in the category. In 2024, Tinder won four Effie Awards for its first-ever global brand campaign, “It Starts with a Swipe™”.
Tinder is a registered trademark of Tinder LLC.
