Bumble Launches Out Of Home Campaign in Sydney
Bumble has launched a new marketing campaign in Sydney, which features the dating profiles of several local influencers.
The female first dating app is using the new push to examine the concept of dating in 2020, and stars Brittany Hockley, Josh Heuston, Jamie Zhu, and Cythia Taylu.
The out of home campaign will appear across JCDecaux’s Street Furniture Network in Sydney, and takes a humorous look at the new dating culture during the global pandemic. It includes 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, Bumble’s Associate Director of PR and Communications for APAC, told B&T Magazine: “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 the peak of the lockdown, Bumble’s in-app video calls saw an increased usage of 76%. Furthermore, over one million users worldwide have added the new ‘virtual dater’ badge to their profile which has been extended to include options for virtual dating, socially distanced dates, and social distanced dates with masks.
The same data has also found that 86% of Australian users are interested in ‘in real life’ dating, but 41% of those respondents are unsure about how to approach a person in dating again.
Bumble is expecting the campaign to encourage people to continue using the virtual dating features in order to grow more organic, deep, and meaningful relationships.
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