Women-first dating app Bumble has launched a refreshed visual identity and a new global campaign that coincides with the dating app expanding upon its signature Make The First Move functionality with the launch of Opening Moves.
Bumble’s Opening Moves gives women the option to set a question that their matches can respond to, adding more ways to open a conversation while keeping women in control. According to Bumble’s research, nearly half of women (46%) surveyed on Bumble shared that having more ways to start a conversation would make their dating app experience better.
This brand and product refresh features a global marketing campaign via digital and physical out-of-home (OOH) in more than 10 countries, with messaging such as “We’ve changed so you don’t have to.”
“We have always taken our lead from the amazing women in our community. Today, they are looking for more choice and ease in their dating life and with the launch of Opening Moves, Bumble is continuing to put women’s experiences first,“ said Selby Drummond, Bumble’s Chief Marketing Officer.
“With this new global campaign, we wanted to take a fun, bold approach in celebrating the first chapter of our app’s evolution and remind women that our platform has been solving for their needs from the start. As we roll out these exciting updates to our product, our core principle remains the same: empowering women in every connection and in every relationship.”
Bumble is also rolling out a new app identity which includes a new logo, bolder fonts, and refreshed colors and illustrations.
This teaser campaign also features larger-than-life cloud-themed beds via augmented reality, nodding to the campaign’s tired theme, short-form content, projection mapping of the ads onto landmark locations, and social media memes.
https://www.youtube.com/watch?v=pEOIA2Ioi4M
