gold
Opinionated
Hinge’s big idea is in its tagline: The Dating App Designed to be Deleted. Hinge is specifically designed to help you find a lasting relationship, so you can get off the app and get on with your life.
We started with that moment of deletion, but made it more personal. In each spot, we see a successful Hinge user “break up” with their profile picture. In brief, comedic conversations, we see the profile picture come to the realization: it’s over. And poof! They’re gone.
The objective was to reacquaint singles with the world of dating post-COVID. We wanted to get people excited about going out and meeting people again.
But that also presented a challenge. As their tagline “Designed To Be Deleted” suggests, the truth is that online dating kinda sucks. So we needed to be honest about that truth, without actually discouraging people from using the app.
We also needed to show the benefit - falling in love - in a way that millennials/Gen Z wouldn’t immediately cringe at. Singles often aren’t in the mood to see a love story - especially from a brand.
Our campaign successfully welcomed users back into online dating, showed the glory of victory, while making light of the pain points. Viewers instantly recognized the cliches, seen in YouTube comments like “It’s the fish picture and blocked out ex ????”
It was also a win for representation. Two of the four spots use no gender pronouns - that special “someone” could be anyone. One spot directly featured a lesbian couple, angering “One Million Moms,” a designated far-right hate group (we count that as a win.) Our actual audience had the opposite reaction, e.g: “wait hold up ;0 LESBIANS ON TV!!!!”
We’ve mentioned how the profile photos were all cliches online daters instantly recognized. But more deeply, this campaign draws from the truth that deleting your dating profile is a pretty big deal. Daters meticulously craft their profile; they brainstorm it with friends, they endlessly revise it. Deleting it means deleting a part of you, your single self. So there’s an implicit message in these spots that speaks to what sets Hinge apart. If you’re ready to move on, to break up with the single life, this is the app for you.
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