Bumbles Launches OOH Campaign Featuring Local Influencers

Bumbles Launches OOH Campaign Featuring Local Influencers
SHARE
THIS



Bumble, the dating app that empowers women to make the first move, has revealed its latest out of home campaign across Sydney’s CBD.

The campaign examines the concept of “dating in 2020”, and includes the Bumble Date profiles of local influencers Brittany Hockley, Josh Heuston, Jamie Zhu and Cynthia Taylu.

The creative, which will appear exclusively across JCDecaux’s Street Furniture Network in Sydney, takes a humorous look at dating culture during a global pandemic, featuring taglines such as “add falling in love to the list of crazy things that happened in 2020” and “lock them down after lockdown”.

Lucille McCart, Associate Director, APAC, PR + Comms, said: “Right now single Australians are navigating a completely new world of dating. Even as lockdown restrictions lift in cities like Sydney, the concept of a first date looks very different to what it has in the past. Despite these changes, we know that many of our users are still open to finding love, and many relationships blossomed off the back of virtual dating in lockdown.

“This campaign aims to show our community of Bumble users that falling in love wouldn’t be the craziest thing to happen in 2020 – in fact, it wouldn’t even come close.”

In Australia during peak lockdown, Bumble saw a 76% increase of in-app video calls and since the ‘Virtual Dating’ badge was released in April this year, over 1 million users around the world have added it to their profile. The badge has now been extended to include options for virtual dating, socially-distanced, and socially-distanced with masks.

In addition, recent data from Bumble found that 86% of Australian users are interested in IRL dating, but almost half of those respondents (41%) are unsure about how to approach in person dating again. Bumble identified the emerging trend of “slow dating”, where users want to get to know their matches on a deeper and more personal level before meeting in person, with virtual dating still an important part of the dating routine.

McCart continued: “Just last month we launched three new dating filters to help people communicate how they want to date. This particular feature gives our community the opportunity to skip the potentially awkward conversation about how they are comfortable dating, and what kind of dates they would like to go on by enabling them to match with people that have the same intentions as them. We know that with ‘slow dating’ the courtship process is longer and the trust bar before meeting is higher, and this is reflected in what we are seeing and hearing from our community right now.”

The creative for the campaign was developed in house at Bumble, with the signage booked via JCDecaux to appear in Sydney’s CBD from August 11 through to August 24.

 

Please login with linkedin to comment

Bumble

Latest News

Apparent grows media division with key appointments.
  • Media

Apparent grows media division with key appointments.

Full service agency Apparent has expanded its dedicated media division with the appointment of Phoebe Chan as head of media and advertising operations and Jaclyn Ely as client partner, media.

Bundaberg Brewed Drinks Releases New Summer Campaign, Via Carat
  • Media

Bundaberg Brewed Drinks Releases New Summer Campaign, Via Carat

Being part of a cluttered soft drink category, Carat’s client, Bundaberg Brewed Drinks, were looking to stand out across their key Summer sales period by defending not only their traditional Qld market, but also growing the southern markets of NSW and Victoria.

Riding The CTV Wave: How Advertisers Can Cash In On The Video Revolution
  • Partner Content

Riding The CTV Wave: How Advertisers Can Cash In On The Video Revolution

A year of lockdowns and stay-home orders around the world has given consumers more time than ever before to watch all the video content that is currently available across the digital world. The popularity of CTV and OTT services is at an all-time high, as viewers embrace the flexibility and viewing habits they enable. “That […]

Partner Content

by B&T Magazine

B&T Magazine
Creating Efficiencies in the Age of Consumer Privacy
  • Marketing

Creating Efficiencies in the Age of Consumer Privacy

In this opinion piece, Jess Miles, Country Manager ANZ of Integral Ad Science, reflects on the questions surrounding consumer data. The ability to collect consumer data online has revolutionised digital advertising by enabling customised targeting strategies and data collection. This reliance on data has been the cornerstone of many audience targeted strategies enabling marketers to […]

Opinion

by Kathleen Farmilo

Kathleen Farmilo
Jye Smith Named President Of Vibewire Board
  • Media

Jye Smith Named President Of Vibewire Board

After ten years of board leadership of the young entrepreneurial collective Vibewire, Founder & Co-CEO of Disruptors Co. Gavin Heaton is passing the torch to fellow strategy and creative leader Jye Smith, Founder and Director of branding and design studio DOUBLESTAR CO, who will now take over as Board President.

Australian CDP Lexer Raises $33.5M In Funding
  • Technology

Australian CDP Lexer Raises $33.5M In Funding

Lexer, the Customer Data Platform for brands and retailers, today announced it has raised AU$33.5 million in Series B funding, bringing its total funding to AU$43 million. The round was led by Blackbird Ventures and King River Capital, with Series A investor January Capital also participating. Blackbird’s Rick Baker will join the Lexer board. The […]