"Hinge found Gen Z daters still want a meaningful connection, but are less focused on finding 'the one'."
Dating app Hinge has today unveiled its third 'Designed To Be Deleted' ad campaign, full of playful and absurdist humour directly speaking to Gen Z dating.
As a self-aware generation that knows what it wants, Gen Z is only interested in romantic relationships that feel additive to their everyday lives. So, for this latest installment we watch as Hinge’s furry, bright-eyed app icon Hingie happily sacrifices itself for each couple’s connection once they have experienced their unique “green flag” moment – less “Designed to Be Deleted” forever and more delete when it feels just right.
Hinge also tapped three Gen Z creators to voiceover the campaign, providing reactions and commentary to the dates on screen, including the hilarious Aussie TikToker Samantha Andrew!
Developed and produced by Red Antler, the new campaign reintroduces “Hingie,” Hinge’s furry, bright-eyed app icon, to a younger audience. Hinge aims to resonate with and increase brand awareness among Gen Z by reflecting their unique dating habits.
The nine dating scenarios in the campaign show couples going on creative dates, such as a pottery class, hiking, and stargazing, as Hinge found a majority of global Gen Z daters say they prefer dates that don’t involve alcohol because they want to be in the right state of mind while getting to know someone.
The campaign is also full of playful and absurdist humor and directly speaks to how this generation approaches dating. Less “Designed to Be Deleted” forever and more “delete when it feels just right”. Hinge found Gen Z daters still want a meaningful connection, but are less focused on finding “the one.” In fact, 75 percent are looking for an intentional relationship - short or long term.
Hinge tapped three Gen Z TikTok creators to voice-over the campaign, providing reactions and commentary to the dates on screen, including Keyon Elkins (@itskeyonn) from Louisiana, United States, Samantha Andrew (@samanthandrew1) from Melbourne, Australia, and Victor Kunda (@victor.kunda) from South East London, United Kingdom.
“With our third “Designed to Be Deleted” campaign, we looked to Gen Z for inspiration to ensure the work resonated with the next generations of daters, and reflected their unique dating style,” said Ola Sobiecki, creative director at Hinge. “We also wanted to layer in Gen Z's unapologetic personality by bringing in well-known TikTok creators to narrate each dating scene to help provide a level of authenticity a traditional script just can't match.”
The integrated campaign leverages out of home creative, digital ads, and TV spots on Hulu. For the first time, this campaign has been produced with digital at the forefront. Between August 22 and December 31, spots can be found on Instagram, Facebook, Snapchat, TikTok, YouTube, and Hulu.
