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Our long, winding love stories were perfect for a city like New York where we’re mostly talking to foot traffic. So we decided to break the rules to prove it. “But we wanted this campaign to show everyone that Hinge is different. “The first rule of OOH is ‘8 words or less’”, say Molly Wilkof, Copywriter, & Zoe Kessler, Art Director. Using this data to identify key trends in behaviors and preferences, the ads focus on revealing the truths behind online dating experiences, coupled with the tagline “Let’s be real”, encouraging people to try something better.
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“This work is the first step in many actions to establish a more honest and thoughtful conversation around dating”, says Luse. Graf, telling stories inspired by their users. In an effort to combat that fear factor both in the experience of their app and out in the real world of dating, Hinge launched their out-of-home campaign across New York City, created by Barton F. “Dating apps have become a game, and with every swipe, we’ve all moved further from the real connections that we crave. “We’re living through a dating apocalypse, defined by a rampant, emotionless hookup culture.” These are the words of John Paul Titlow which feature on the Hinge site along with several others in an attempt to spread their core message: But in a world where dating apps turn relationships into a game of hookups, truly putting yourself out there can be a little scary.” The Message Humans generate meaningful connections by sharing their vulnerabilities with one another. “Ask any relationship expert what the key to success is and they will use one word-vulnerability. “Our insight is rooted in the simple human truth that when you are true to yourself, you find the right partner to match”, Ellery Luse, Strategy Director tells us. This told them online daters were looking for more than the “hypnotic allure” of swiping apps, which gave them an idea. “81 percent of Hinge users have never found a long-term relationship on any swiping app.” This insight, along with several others spread across their new web page entitled The Dating Apocalypse, was uncovered using their very own user data.īased on a survey sent out to 300 users in August 2016, they found that not only did users agree with their view of the dire state of the current online dating world, they were frustrated with an industry drenched in fakery.
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But for people to believe in their new message, they needed a campaign that would hit home. Re-launching the app with a new proposition, the new Hinge is appealing to those who are “over the game” of swiping, encouraging us to reimagine online dating. In that case, Kawahata recommends that you “respect their decision and move on.Hinge is the dating app that’s challenging how we see online dating.įirst launched in 2013 pitting itself against rivals like Tinder by only matching friends of friends to increase the likelihood of finding a compatible match, the brand soon realized it needed something more. So what if they match with a Trump supporter-is it just a days-long discussion? Not exactly. “To get ahold of a voter in a battleground state who’s willing to talk to you when they’re undecided is a huge deal,” says Kawahata. People not only respond-they’ll have a conversation with her over the course of a few days. “This is a bit more humanizing,” she says of the experience of Hinge-banking. And “in text banking, I just don’t get responses,” says Vallone. Hardly anyone answers the phone anymore, now that so many calls are robo-calls. Catching strangers unaware to talk up Biden has felt much more fruitful than phone-banking or text-banking, they say. If this sounds a little awkward, Vallone and Kawahta maintain that it’s worth it. I Have Achieved a Glorious Victory Against the Music Industry and Twitter Will Paying Twitter $3 a Month Make Using It Any Better? Guess What Happened When I Played Tesla’s Video Games While DrivingĮveryone Is Missing the Point of Reddit’s Antiwork Sub