This campaign transforms the app into media, embedding an experience and a branded content into the consumer usage of the app in a fluid and non-intrusive way.

Radio France, whose audience for its classical music concerts is dangerously aging. Classical music is still considered by new generation as elitist and for old people.

Radio France is struggling for years to rejuvenate its audience.

On its side, after having moved the lines on dating, the leader of dating apps Tinder is now trying to play a bigger role on a societal scale, especially by inviting young people to always be more open-minded. A goal visible in Tinder’s editorial pillars: diversity, authenticity, and exploration.

In such a context, we are always seeking opportunities for Tinder to cultivate diversity, invite to discovery and finally make a cultural difference.

Since young adults were not coming to classical music, classical music had to come to them… on Tinder.

To introduce this audience to classic music, we created Tinder profiles for its best ambassadors: Mozart, Debussy and Tchaikovsky.

To maximize their chances of being matched, we gave them an AI glow up, based on thousands of visual representations from paintings, engravings and pictures, to look like young adults in 2022.

If matched, you'd discover the classical music behind your new match and the chance to win one of 30 tickets for one of three exceptional concerts at Radio France Auditorium, preceded by an exclusive backstage tour with a musician. For the losers, 100 Radio France Concerts youth passes were distributed.

Radio France wants to recruit its next generation of listeners. It offers a Youth Pass for less-than-28yo, but the thing is young people are currently not so in love with classical music.

However, we discovered that music is a strong passion point of this audience: 18-25 year-olds listen to an average of 2 hours of music per day and say they are looking for new experiences - including music. So, the challenge was more to reach these young rather than distorting the music genre.

There we point out that those young people are largely elsewhere: on Tinder, where half of the members are less than 28yo. And on that same app, music is the second most mentioned topic.

Right at the junction of Radio France’s audience challenge and Tinder’s editorial strategy based on diversity, authenticity, and exploration, the most unexpected yet appropriate partnership came to life.

We imagined an unexpected partnership with Tinder, the world’s most popular dating app, and created profiles for three of classical music’s greatest ambassadors: Mozart, Debussy, and Tchaikovsky.

To make the 3 composer’s profiles as realistic as possible, we put great attention to the details: with the help of a generative AI, we worked on their physic representation, based on thousands of visual representations from paintings, engravings and pictures. Then we contextualized the profiles using all Gen Z and Tinder codes: photo scenery (from the beach to the scooter), authentic bio (from the very basic “Hey, I like to meet new people” to the most humoristic catchlines)…

During 3 weeks, to perfectly match Radio France’s target, those profiles were pushed only towards all less-than-28 yo Tinder users.

Then, to underline the unique experience offered after the in-app match, we filmed and created content at the Radio France concert.

The campaign was a great success on the application. It also generated a very important and growing traffic on Tinder's Instagram account.

- 2,423,233 impressions on profiles

- 605,481 matches on profiles

- +2,913% engagement on Tinder's Instagram post vs. the average

- 5.5 million impressions via press coverage (including Konbini, BFM, France Musique...) with positive sentiment around Tinder.

To engage with Tinder users, we had to create a seamless experience that fits naturally with the usage of the platform.

Rejuvenate composers profiles that blended perfectly, swipe right to match with them, personal message: everything was designed to make one think that they were matching a regular profile…until the user was proposed to get a ticket to the gig.

Radio France is one of the most important cultural players in France. The group manages 7 French public radio stations (5 of which are ranked in the top 10 most listened-to radio stations in France) and organizes musical events throughout the year.

But when you flip the mirror towards the audience of its music, chances are you’ll see grey heads : according to the Ministry of culture, only 2% of 15-28 years old went to a classical concert in 2020. These stats reveal that, more than in some European countries (for instance in UK classical music is more popular), an old and elitist image stick to classical music in France.