Bumble, the women-first social networking app, connects people across dating, friendship and professional networking. With 1 in 5 relationships starting online, connection apps play a huge role in how we meet new people.
Lockdown in the UK meant dating changed overnight with face-to-face dates put on pause, and people only being able to connect virtually. However, when lockdown ended in June, Bumble wanted to celebrate the return of f2f dating and usher in this “new world” of dating with new social distancing rules.
Taking recent real-life circumstances into consideration, we worked with Bumble to ensure they returned with a contextual bang, preparing daters for “season 2” of dating in 2020.
With the UK’s latest announcement relaxing restrictions on social gatherings, Bumble were quick to respond that, “Dating just got turned on and off again. Should be working fine now.”
Choosing roadside and retail environments, Bumble’s “Dating in 2020” ran across Large Format and D6 sites for maximum impact – further announcing to audiences, “Get ready daters, season 2 of 2020 is about to begin.”
Notably, Bumble’s campaign ran across Ocean’s IMAX screen, an iconic location. The bright, bold yellow stand out copy made the campaign unmissable on some key locations.
We chose to go live the first weekend bars and restaurants reopened post-lockdown, which felt like a landmark for daters, being able to consider the return to face-to-face dates.
Over the course of the campaign, we saw over 1 million social media impressions generated from people sharing photography and quotes of the OOH on their social accounts.
Bumble saw a major lift in aided and unaided brand awareness and registrations during the period in which the campaign was live.