Bumble. Download. Date. Discover.
For the first time, dating app Bumble wanted to engage audiences outside the M25, bringing their new strategic direction of ‘fall in love with dating’ to Birmingham, Leeds, Liverpool, Manchester and Sheffield.
But with awareness low in these cities, and the insight that dating is slower and more considered, we took a hyperlocal approach to the creative. Where if you’re in the know, you’ll know.
While Hinge promises you the one and Tinder promises you the one for tonight, Bumble is as much about your own self-discovery. Finding out what makes you tick. And what gives you the ick. It is this that was put front and centre in the campaign, aligned to specific regional insights.
Specific insights, meet specific placements.
Across our five cities, each OOH placement was chosen for its relevance to our audience and where they live, work and play. Specific lines were written to align to the mindset of our Gen-Z audience at each moment – building authenticity and relevancy of Bumble in their daily lives.
Capitalising on local radio.
We produced individual radio ads for local radio in each city, incorporating specific insights for each city. Like, did you know, women in Liverpool take the longest to get ready for a night out in the UK. 6 hours!
The disciplines
Creative strategy & direction
Copywriting
Art direction
Client relationship leadership role
OOH / Radio / Influencer / Content / Paid