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 people were not coming to classical music, classical music decided to come to them… on Tinder!

To make young people meet classic music, we created Tinder profiles for its three best ambassadors: Mozart, Debussy and Tchaikovsky.

To maximize their chances of being matched, these three composers had an AI glow up, based on thousands of visual representations from paintings, engravings and pictures, to resemble what they would be if they were between 18 and 28 years old in 2022. If you matched them, you'd receive a message informing you that behind this profile is actually a great composer... dead. But his music still exists, so, why wouldn’t you go and listen to it?

Hooked users then entered a contest to win one of the 30 tickets for one of three exceptional concerts at the Radio France Auditorium.

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 know 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.

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.