HASTE is a new take on the old problems of online dating. Dating apps are plagued by fake profiles, flakers, creeps, and people who are completely not serious. At the same time, the online environment is known to change how people interact with one another, disrupting the social dynamics and becoming poor proxies for real life potential.
In an industry that is saturated with apps and programs that promise to address the acute problem of loneliness and boredom, with some trying to be the new Tinder, and others promising to be not-Tinder, it’s difficult to stand out and be different. Or is it?
Not a dating app – it’s a social experiment
All genius solutions are brilliant in their simplicity. Haste is an attempt to embody the age old wisdom by turning the expectations for a dating app on its head. By putting strangers in a group dinner setting, it creates a different set of social dynamics, it sets the stage for a more honest and natural process.
A revolutionary concept requires a revolutionary marketing strategy. The bet was on intrigue. The name itself implies “speed dating”, but it is not, and obviously so. Curiosity killed the cat, but it also sealed the deal for the campaign shrouded in mystery. This is by design – as an experiment designed to pull people out of the virtual world and back into the real one, the need to approach and ask what this is and how it works sets the tone and expectations for the process.
A guerilla marketing campaign of strange signs with the logo of a well know Toronto pub generates buzz and questions.
Pink is for tender feelings, the black time piece is for the value of time. A minimalist design by itself filters out those who go with the flow as opposed to those who are ready to work a little to get info, as the final goal is to get enough strangers set up for a dinner and a fun night where magic can happen.
We needed an outside the box, innovative solution to fix the "dating app problem" in Toronto. The folks at IAMAGENCY have been fast and creative - just what I need!
