The dating app designed to be deleted

Video: Hinge on YouTube

Brand: Hinge
Agency: Red Antler
Year: 2019
Country: United States

'Designed to be deleted' is Hinge's brand positioning, adopted when the app was rebuilt around relationships rather than swiping. Red Antler's campaign of the same name, launched in 2019, introduced the mascot 'Hingie', which is destroyed when two users fall in love.

Sources

Red Antler case study
Wikipedia: Hinge