SPEC WORK FOR BUMBLE
Make time for love
digital campaign
spec work
The Opportunity
The US dating app Bumble is looking for innovative ways to increase their market share and gain traction on their biggest competitors, for example Tinder and Hinge, with a digital B2C campaign focused on acquiring new customers.
Raise awareness, likeability and increase sign ups for Bumble within the ages of 50-75.
The Approach
50 to 75 year old singles are more calculated when it comes to dating, they prioritize quality over quantity. It’s no longer a numbers game, they date with intention to avoid wasting their valuable time.
The Idea
Older singles aren't building a life anymore. They’ve built it. They’re
busy juggling their career, family, friendships, and hobbies.
They're looking for someone that
adds something to their life. They crave companionship that is worth disrupting the life they’ve curated. Someone worth the time and the effort.
Bumble is known as a dating app for young 20-somethings.
In order to attract our 50+ singles, let’s showcase the potential candidates that are just a few swipes away.
As part of the visual language of the campaign, UI elements of the app help show just how easy it is dive into this dating pool.
After all, there’s nothing more exciting than swiping right.
FRAME 4
Mimicking the app UI, the previous profile is ‘swiped right’ on and a new profile animates on screen.
FRAME 5
“Freddie, 59” profile animates off. We end on our campaign line and CTA.
FRAME 3
Previous frame clears and the “Sam, 65” profile animates on and we see the copy appear.
FRAME 2
Image expands and new copy animates in.
