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 commentBumble
Pinterest has announced it will host its second annual global Creators Festival on Wednesday, October 20th, 2021. With content and topics inspired by creators, the global virtual event will feature internationally recognised talent, top emerging creators, Pinterest executives and special guests who will announce the company’s latest creator products, features and experiences. The event will be […]
A British coffee chain has been forced to apologise and pull a social media campaign after its tagline was revealed as a slang term for female masturbation. In another one of those examples of “how the hell did this get approved in the first place?”, coffee chain Costa Coffee has pulled the campaign after it […]
Six screenwriting creatives from across Australia have been selected as the inaugural participants in the Emerging Writers’ Incubator. The Incubator is an initiative from SBS in partnership with Screen Australia, state and territory agencies Film Victoria, Screen Canberra, Screen NSW, Screen Queensland, Screenwest and the South Australian Film Corporation, and with the assistance of the […]
In a first of its kind for Australia, Amazon Advertising and Omnicom Media Group (OMG) has partnered on a comprehensive program. The pogram covers retail strategy, operations, catalogue management, advertising, brand building, retail marketing & the suite of tools, analytics and insights available through the Amazon Advertising platform. The eCommerce Accelerator Program known as OMEGA […]
The Australasian Writers and Art Directors Association (AWARD) has announced that This Way Up, Australia’s Advertising Festival of Creativity, will be rescheduled to August 2022. Yet signature events celebrating the industry’s brightest talent and creative work will still go ahead this November. The announcement of the special award winners for this year’s AWARD Awards will […]
Last night’s episode of The Block fell from Sunday night’s viewership, but still easily secured a win in entertainment, and for Nine overall. The episode had a metro audience of 876,000 according to OzTAM, with a spanner thrown in the works of one team’s sunken lounge plans (truly devastating for any 1970’s conversation pit fans). Contestants […]
Australian start-up Loyalty Republic is introducing Australia’s first bank and card agnostic direct earn rewards program to democratise loyalty and make rewards accessible and fair for anyone using a debit card. The Loyalty Republic mobile app will place consumers in control of their rewards earning potential and redemption options, with a simplified model offering 1 point per $1 spent on debit card […]
Amobee has announced a new partnership with Samsung Ads in Australia. Powered by deep analytics and industry-leading technology, the partnership will enable marketers to bridge the gap between linear and digital – from execution to measurement. Samsung Ads’ Automatic Content Recognition (ACR) data from over 1.8 million smart TVs, along with Amobee’s household data of […]
Here, Zavy’s David Bowes explains how advertisers can use insights from social media to ensure their social and content strategies are fit for the road. When we learn to drive, we’re taught how to “drive to the conditions”. Slow down when its raining, or when there’s ice on the roads, reduce your speed on gravel […]
If you’re in Toronto and you want to listen to classic rock (also referred to as “music your dad listens to”), then you need to tune the dial to local radio station Q107. And to spruik its merits as the city’s number one rock station, the network has just released a social media campaign called, […]
Instagram has announced it is pausing the development of ‘Instagram Kids’. In a blog post published overnight, Instagram boss Adam Mosseri revealed the social media app would instead be focusing on working with parents and policymakers to demonstrate the value of Instagram Kids. Earlier this year, it was revealed Facebook (which owns Instagram) was working […]
Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign. “We thought it would be fun to see some other iconic Australian brands back […]
James Horne (main photo) is the CEO of Balance Internet. In this guest post, he says direct-to-consumer DTC brands that endure past the initial launch have a true differentiation, standing out from competitors by driving connection… We’ve always known that brands need more than a good product and website to stand out from their competitors […]
Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]
Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]
Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]