f.a.z. goes tinder


F+ is the digital premium content service from the F.A.Z. Not only does it impart knowledge, but also, as the name implies: friendship with benefits.

what we


A mix of mainstream, knowledge, and emotional media were selected to advertise the subscription concept. The messaging plays with the idea of "friendship with benefits" and "dating with no strings attached". The selection of the medium was clear: Tinder. Headlines containing innuendos were used to revamp this intellectual service and described like a mobile phone fee. Audio ads on Spotify round out the communication.