In February, Tinder were recording 750 million swipes per day (which was a 15,000% increase on December 2013!) and now they are seeing more than a billion swipes - resulting in approximately 12 million 'matches' - every single day.
With owner IAC taking a seemingly natural next step and deciding to monetise the app, a whole new channel for advertisers has been opened up.
Probably the most poignant campaign we've seen is from the Immigration Council of Ireland. They have engaged Dublin-based ad agency Eighty Twenty to create a truly hard-hitting set of ads aimed at reaching the youthful male population in Ireland.
The user will see an image of an attractive young woman. As they then swipe,a series of shocking images follow, which demonstrate the kind of physical abuse trafficking victims are often on the receiving end of. The hope is that reaching this demographic will help crack down on the illegal industry.
This is definitely an important message delivered in an innovative way on a carefully selected medium.
Definitely a #PureAdOfTheWeek
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