The campaign, created by Tech and Soul, uses a relationship platform as a channel for people to meet art.
B3, the Brazilian stock exchange, has teamed up with Tinder for an action that aims to encourage an increase in visits to art institutions.
In the initiative, created by the Tech and Soul agency, users of the relationship app will be able to be impacted by two curious profiles, Kakah, 32 years old, and Vicente, 35 years old. Both were inspired by Frida Kahlo and Vincent Van Gogh, and the photos featured in the app were created with the help of artificial intelligence.
If the match happens, the suitors will be impacted with a message that invites them to the meeting take place in a museum, namely: I loved meeting you. If you want to meet me, I’m at Masp. But there are several other museums that can be a perfect place for a safe date and full of good conversations. And the best: for free.
The campaign also aims to reinforce a benefit offered by B3, which is free visits to various cultural centers it sponsors, including MASP (Museum of Art of São Paulo), Pinacoteca de São Paulo and MIS (Museum of Art of São Paulo). da Imagem e do Som), in São Paulo; the Inhotim Institute, in Minas Gerais, and many others. Sponsorships also take place through the Federal Culture Incentive Law.
For over 130 years, the Brazilian stock exchange has been committed to assisting in the country’s development, and this is not limited to the economy. We want to expand Brazilians’ access to culture, as we understand that this is an asset that values society. We have in our DNA to democratize people’s access to investments, through financial education. With this campaign, we want to do the same with access to artistic and cultural manifestations, said Bruna De Caro, Marketing and Brand superintendent at B3.
In addition to direct promotion on Tinder, the campaign will be reinforced by a strategy with influencers, who will share the curious match between Vicente and Kakah, as well as their similarities with famous artists, in their networks. The content, posted on different days, ranges from the discovery to a real visit to museums for the supposed meeting, also being reverberated by profiles such as Choquei and Twitter Memes.
The campaign decided to use a platform like Tinder to show that the best match is to invest in culture. Through artificial intelligence, we created these characters that represent the passion for art that we must cultivate every day in our country. The impacts are positive for companies and their businesses, for the population and society as a whole, explained Flvio Waiteman, partner and CCO of Tech and Soul.
Ticket distribution via Tinder is restricted to users located in So Paulo and involves tickets to MASP, Pinacoteca de So Paulo, MUB3 Museu da Bolsa do Brasil, as well as Museu do Amanh, in Rio de Janeiro; and Inhotim, in Minas Gerais. The gratuity for visits on pre-defined days, in several locations throughout Brazil, is valid until the end of this year for anyone, with availability and information presented in B3 profiles.
