OkCupid gives new meaning to the expression DTF in dating app’s first-ever campaign

OkCupid gives new meaning to the expression DTF in dating app’s first-ever campaign

OkCupid wishes singles to know that its users are DTF, although not when you look at the real method you may think.

The dating application is unveiling its first-ever advertising push this week with a slew of out-of-home posters and electronic articles that provide brand brand new meaning into the acronym. Instead of “down to fuck,” OkCupid is changing the F with clever – and much more family-friendly – terms like “fifty-five-hour binge,” “filter out the” that is far right “forget our luggage.”

Launching in Portland, nyc and Austin, the campaign is a component of OkCupid’s effort to position the application as you that will help a relationship is found by you, not merely a hookup.

“What OkCupid has been doing is basically lean to the proven fact that you’re a lot more than a photo,” said chief that is okCupid officer Melissa Hobley. “We’ve invested an amount that is significant of and cash to really make the item actually mirror that.”

On the year that is past OkCupid has made a quantity of modifications towards the software to simply help it better mirror its “more substance than selfie” mantra.

final thirty days, it rolled away an element called Discovery that lets users seek out individuals via provided passions and interests.

The brand name additionally recently announced that users will undoubtedly be expected to utilize actual names in the place of goofy usernames like DaddyzPrincess29 in their pages, a move that received backlash that is swift users whom choose the privacy that OkCupid offers. The application quickly taken care of immediately critique by saying that users don’t have to utilize their “real/legal” title inside their pages, but can’t use numbers or symbols either.

Due to the fact 13-year-old relationship platform aims to modernize it self to better compete with all the loves of Tinder and Bumble, Hobley stated introducing the campaign at the beginning of January is practical since here tends to be always a “really big uptake in dating app behavior” within the year that is new.

“The time was suitable for OkCupid to introduce a campaign because we now have done plenty exciting work with regards to the ability, and now we want visitors to think of that,” she said.

This move by OkCupid comes at the same time whenever its dating rivals that are app Bumble, continue steadily to diversify their offering. Bumble not any longer markets it self entirely being an app that is dating nevertheless now includes features such as for example Bumble Date and Bumble Bizz, promoting the software’s usage those types of who aren’t trying to date. More over, the application that encourages ladies to really make the very first move, has further underlined its feminist beginnings by featuring females like Serena Williams and Priyanka Chopra Jonas with its advertising promotions.

Regardless of the strong advertisement promotions from Tinder, Bumble and OkCupid, we now have seen Hinge will not bow to stress. Branding itself since the “ad that is made to be deleted”, the business’s CEO Justin Mcleod recently unveiled that the brand name wouldn’t be introducing any advertisement promotions as: “If you operate advertisements, then you definitely require visitors to fork out a lot of time on your own platform to make sure you have plenty of advertising impressions, and now we’re looking to get you to definitely invest less time within the app.”


Produced by Wieden + Kennedy, the campaign’s imagery will show up on billboards, bus wraps, and coffee sleeves as well as electronic and social.

The photography for the campaign was shot by musicians Maurizio Cattelan and Pierpaolo Ferrari.

The decision to make use of the expression “DTF” within the campaign is certainly one that Hobley said stemmed through the many crucial moments that ladies have seen throughout the previous 12 months, like the Women’s March and #MeToo movement. By firmly taking a term that is widely used by guys in a demeaning way and changing it to a single that may suggest any such thing, Hobley is hoping the campaign’s message will resonate with females.

“When you subvert or alter this is of the expression that a lot of usually is employed in a sense that is derogatory you variety of get back the power,” she said. “We understood it whatever they want to buy become. that individuals could simply take this expression and let individuals make”