Hinge Releases New Global Ad Campaign
Dating app Hinge has released its fifth global ad initiative as part of the ongoing ‘Designed To Be Deleted’ campaign. The latest video depicts Hinge app icons entering the afterlife as they get deleted from newfound couples’ phones.
Starring actress and comedian Patti Harrison, the new video tells the story of the app afterlife, where Hinge apps go after being deleted. As they approach the Pearly Gates, we hear about the new relationship that the deleted app is responsible for creating.
This campaign will be promoted in the US, Canada, UK, and Australia, running through til the early summer. It will take the form of short and long-from videos, released on YouTube and across other social media channels.
“‘Designed to be deleted’ brings to life Hinge’s goal of getting people off the app as Hingie – our furry app icon – lives to die,” said Jackie Jantos, Chief Marketing Officer at Hinge.
“We loved collaborating with all of our amazing partners in front of and behind the camera on this round of creative. It’s fun to celebrate real love stories from Hinge couples, and we hope these films bring some joy and encouragement to people on their dating journey”, she added.
The campaign was produced by the Portland office of creative company Wieden+Kennedy. The latest videos are part of Hinge’s ongoing philosophy to create meaningful relationships that will lead to the dating being deleted.
“I’ve used Hinge before, and there aren’t many apps that are as accommodating to transgender daters. It’s great to see any app make an effort, but it felt like Hinge really made a meaningful effort”, shared Harrison.
“Also, as a comedian, this was something where I genuinely agreed with what they are doing. It was a chance to help make dating even better for people”, she added.
