START YOUNG, STAY YOUNG

Caldana Flex

CHALLENGE

 

Once an adult reaches 30, their bones and joints begin to deteriorate. However, those in their 20s and 30s are more interested in making friends or partners than thinking about health. How do we get them to think about their joint health in an unexpected way?

IDEA

 

Tinder is one of the most popular match-making apps. People upload a profile and set a preference for location and age of the person they would like to meet. When users browsed, they would see profiles of hip-looking elderly people claiming to be 30. Tapping on the profile would let them see more photos and our message.

RESULT

 

Over 1200 matches in the Jakarta area in a 3-week period, over 20 times the global average. People praised our elderly talent and the campaign in general. And the platform allowed us to have direct conversations with our target market about the benefits of Caldana Flex for joint health.

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