The Generalitat of Catalonia innovates in its communication by presenting its first Tinder campaign with IMAGINA.
“És un match” aims to promote vaccination against Covid-19 among the youngest. And what better way than to reach them through a social dating network?
In the application, the vaccine becomes a Tinder user to “match” with. We use the illustration to personify the vaccine and turn it into another profile of this dating social network. We represent her in cliché moments: selfie in the mirror at home, exercising in the gym or showing off in the kitchen as a chef, among others. The objective: to attract attention, generate empathy and encourage clicks to the appointment website.
“We try to attract the youngest people, who have had a hard time finding a reason to get vaccinated,” explained Carmen Cabezas, the Secretary of Public Health of the Generalitat of Catalonia, who defends that the department encourages vaccination from this social network just as it does through advertisements on many other networks.
“It’s a match!” appears on the screen to awaken the attention of users, who consume this social network quickly (it was evaluated that an average user sees 2 profiles per second). “If we haven’t seen each other yet, make an appointment,” reads the main call to action of the ad, which is directed to the Health Department’s website for making an appointment.
The campaign has broken the record for appearances in the media as an institutional campaign: more than 300 news items in less than 3 days of launch. Some media include El País, El Diario, ABC, 324, Telecinco, Nius or specialized media such as Marketing 4Ecommerce. Results that show that strategy and creativity are a winning combination when they go hand in hand.
A collective innovation success that we are very proud to be part of.
