Hinge - The Hinge Phonebook
What makes this campaign unique is its anti-phone stance delivered in the form of a phone-shaped object. This playful contrast effectively communicates the message to a generation heavily reliant on digital devices, urging them to balance their virtual and physical lives.
The highlight of the campaign is its creative approache�offering a physical, phone-shaped book that paradoxically asks users to put down their actual phones. It's part of Hinge broader e�One More Houre� initiative to help people unplug from tech and prioritize in-person social connections.
The target audience for this campaign is primarily Gen Z and Millennialse�groups who are highly active on digital platforms but are increasingly concerned about screen-time and tech-induced loneliness.
TARGET AUDIENCE
About the
Campaign -
What makes this campaign unique is its anti-phone stance delivered in the form of a phone-shaped object. This playful contrast effectively communicates the message to a generation heavily reliant on digital devices, urging them to balance their virtual and physical lives.
Core Theme of the Campaign -
1. The Hinge Phonebook is a quirky, phone-shaped book filled with activities designed to help people disconnect from their screens.
2. It includes things like birdwatching tips, drawing exercises, and mindfulness prompts to encourage real-world experiences.
3. The campaign supports Hinge's ongoing mission to foster meaningful, in-person connections.
4. It plays off the irony of a phone-shaped book urging you to stop using your phone.
5. The campaign taps into growing concerns about screen addiction and digital fatigue among Gen Z and Millennials.
6. The book is free to users and aims to offer simple, fun alternatives to endless scrolling on apps.
7. It part of Hinge broader social impact initiative, One More Hour.
8. By blending a fun format with a serious message, Hinge aims to position itself as the app e�designed to be deletede� after users find real-world relationships.