With the slogan ‘We change so you don’t have to change’, the campaign is being promoted in digital and physical media
Bumble has updated its brand identity and launched new features, as well as a global campaign that coincides with the app’s expansion of “Take the First Move” functionality with the launch of “Opening Moves.”
According to a brand survey, around 58% of women interviewed say that having more options to start conversations would improve their experience on dating apps. The new “Opening Moves” feature allows women to use the app’s suggestions or create a question that matches need to answer to start the conversation.
The novelty is highlighted in the brand’s global marketing campaign with the slogan ‘We change so you don’t have to change’, with publication in digital media and OOH. The film addresses the strain that some women experience with online dating, highlighting how their experiences are not prioritized. The solutions offered by the brand are highlighted at the end of the piece.
“With this new global campaign, we wanted to take a fun and bold approach to celebrate the first chapter of our app’s evolution and remind women that our platform is solving their needs from the start. As we roll out these updates to our product, our core principle remains the same: empowering women in every connection and every relationship,” says Selby Drummond, Chief Marketing Officer at Bumble.
Ahead of the announcement of the new visual identity and features, Bumble promoted the global launch of a Renaissance-style campaign featuring exaggerated cloud-themed beds through augmented reality, hinting at the fatigue that some women feel with online dating. The pieces were published on social networks and in advertising projections in iconic locations.
The app’s campaigns and identity, created by Bumble’s Creative Studio, include new fonts and logo, as well as renewed colors and illustrations.
