There are just too many dating apps available these days. Finding one dating app that stands out these days are rare. They all pitch themselves as the ultimate place or solution to finding love or whatever romantic related thing you are looking for. Well, Hinge dating app took a different approach to market its app. Hinge dating app proved that it is all for love and people finding love no matter the consequences. The dating app showed that it was willing to sacrifice itself for love. The app staked its claim as an app that doesn’t mind when users leave, so long as they find their match. This campaign is Hinge dating app’s first international campaign.
About Hinge Dating App
It is an online dating app founded by Justin McLeod in 2012. It is part of dating conglomerate Match. Hinge dating app uses connections to Facebook friends to facilitate connections. It has sought to be identified as more attractive to a younger demographic than Match.com or eHarmony. The dating app was designed to be less superficial than Tinder, dispensing with Tinder-like swiping and using the slogan “the relationship app”. The app has a “Your Turn” feature designed to remind a user to continue a conversation, decreasing ghosting
About the International Campaign
This is the apps first-ever international campaign and it aims to convey that the app is willing to sacrifice itself for love. The campaign features Hingie, a fuzzy representation of the Hinge icon brought to life, in twelve playful scenarios. In each scenario, we see the cute Hingie character happily meets its demise for the sake of love. It also features messages such as “Find each other. Make us go extinct” and “Let the sparks fly. We won’t feel a thing”. We see t the couples pictured in the ads, so engrossed in one another that they don’t even notice Hingie getting attacked by pigeons or being hit by a falling air conditioner unit behind them.
The campaign was done in partnership with creative agency Red Antler, will be live in New York’s subway stations, as well as streaming on digital platforms such as Hulu.