“When we launched, we wanted to make a big and bold and clear and almost exaggerated statement on swipe culture.
Now, we’re moving from anti messaging to pro messaging. This is a pivot to what we are—an app that believes in authenticity and vulnerability.”The long-copy executions embody Hinge’s brand message in another way, too.
For example, the question “Where can people find you at the party?
They take a little while to read, and thus stand in stark contrast to the lightning speed of everything online. “If you slow down and put in a bit of extra effort, there can be huge rewards.”In its data-driven approach to OOH, the campaign is also a bit reminiscent of what Spotify has been doing on its own billboards—scraping user data to inform the copywriting, which should help forge a closer connection to the type of person who might use the service.
Different studies offer varying assessments of how many people use dating sites and apps, but what we can say with certainty is: a lot.
It’s that kind of cause-and-effect.”The campaign, which is appearing in neighborhoods including the West Village, So Ho and Williamsburg, marks a strategy shift for Hinge following its relaunch last October.
In previous work, it mostly critiqued competitors and the general soulless nature of online dating, including last year’s animated short film likening online dating to a dystopian carnival.“We’re broadening our mission,” says Mc Leod.
” prompted lots of people to reveal that they’re usually hanging out with the dog. (In addition to the site-specific boards, the campaign includes phone-booth executions that are not contextual.)Making the billboards site-specific embeds them a little deeper in their neighborhoods, Mc Leod says.