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.
