2021 Social & Influencer

THE PURRFECT MATCH

TitleTHE PURRFECT MATCH
BrandTIERHEIM M√úNCHEN GGMBH
Product/ServiceBRINGING ANIMALS FROM THE SHELTER TO A NEW HOME VIA HIJACKING THE TINDER APP
Category A06. Not-for-profit / Charity / Government
Entrant TERRITORY Munich, GERMANY
Idea Creation TERRITORY Munich, GERMANY
Production TERRITORY Munich, GERMANY
Credits
Name Company Position
Benjamin Beilke TERRITORY Idea & Concept
Johannes Kokorsch TERRITORY Concept & Creation
Polina Blinkova TERRITORY Editorial & Creation
Daniel Nerger TERRITORY Project Manager & Creation
Christian Caroli TERRITORY Creative Director

Why is this work relevant for Social & Influencer?

Not only before and after the corona pandemic, animals getting rid of in animal shelters is a permanent problem and we needed to creative awareness. So we used a creative approach and hijacked one of the most known social apps: Tinder. Find your much needed furry cuddle partner and save animals from their time in animal shelters. Get them a new and lovely home by matching them on the plattform.

Background

During Corona, everyone wanted a pet. The problem: When people had to go back to the office, many gave the animals back to the animal shelter. So the Munich animal shelter approached us and asked us to develop a digital idea to rehome the animals.

Describe the creative idea (30% of vote)

Unfortunately, there was no money for our own app, so we simply used an existing dating platform: Tinder. Why only match with humans and not only with cats and dogs that are desperately looking for a new home? So we hijacked the app wit a classic guerilla action - social and catchy.

Describe the strategy (20% of vote)

Each animal was given a paid Tinder Gold account. We didn't need any other expenses or strategies. In addition, we used PR to attract the attention of TV, radio, newspaper and online editors.

Describe the execution (20% of vote)

During a photo shoot at the Munich animal shelter, 15 animals were professionally photographed. Each pet was given a profile on Tinder including an individual description. Each animal was given a human sponsor who did the swiping. If it came to a match, the potential date partner received a nice, friendly message with the info that one should call the animal shelter in Munich for a "1st date".

List the results (30% of vote)

Not only did we reach 1887 matches on Tinder, and 162 arranged dates at the Munich Animal Shelter, but also more than 500 million people on 5 continents in over 40 countries. That corresponds to a media budget of 2.5 million euros. Our main goal was to create awareness to the problems occuring in the pet business - and we defininitely reached it.