Bumble Campaign
Copywriting and Advertising
Art Director and Copywriter
This specific campaign is aimed towards emphasizing Bumble's most unique and least discussed feature: the chat timer. This specific campaign is meant to bring emphasis back on creating conversations rather than just swiping through profiles. The main focus on this campaign is time and using that time wisely. This specific aspect is one which is specific to Bumble and makes the app unique. It also is a strong pull towards making stronger connections in comparison to other dating apps. To go along with this campaign, Bumble would pick a day to create a different version of their Bumble Speed Date for one day. This specific event would allow any current or expired matches within the last 30 days to be visible and available to chat with. The catch? No swiping would be available on the app for the entire day. This would encourage the users to use their time wisely and start chatting to those they are interested in.
:15 | Sprinting Race
In this spot, we see how fast it is to message someone back on Bumble compared to sprinting.
We open to a scene with two women side by side. One is in racing attire, in position to start running, while the other is sitting in comfy clothes on her
phone. An announcer stands to the side. The sprinter starts running frantically towards the finish line, while the girl on her phone types fast and stops to raise her hand. The racer starts sprinting frantically towards the finish line, while the girl on her phone types fast and stops to raise her hand.
ANNOUNCER: On your marks, get set, GO!
TEXTER: Done!
SPRINTER: What the -
The scene cuts to a Bumble yellow.
WVO: Texting someone back should be simple.
SUPER: Texting someone back should be simple.
SUPER: Your time matters. Download Bumble.
SFX: Typing clicks.
WVO: Your time matters. So does theirs. Use your time to build a connection and message back with Bumble.
:30 | Defusing a Bomb
In this spot, we see how fast it can be to send a message and how stressful people may find it.
SFX: BEEP. BEEP. BEEP.
WOMAN 1: Oh no, how do we get this to stop? I don't know what to do and I'm seriously freaking out.
WOMAN 2: Maybe we try cutting a wire?
SFX: SNIP.
Beeping continues, the women sound more frantic.
WOMAN 1: It didn't work!
WOMAN 2: Ah this stuff is always so confusing! I'm scared!
The beeping quickens.
WOMAN 1: It's about to be set off! I think I know what I need to do.
WOMAN 2: I can't look!
Typing sounds on a keyboard can be heard, along with a 'swoosh' sound effect indicating a message had been sent. The beeping stops.
WOMAN 2: Oh my gosh, what happened?
WOMAN 1: I made the first move on Bumble. My match was about to expire!
MVO: Bumble only gives each person a limited amount of time to send an initial message. Because time is valuable. Because you deserve to be building connections with your time. Your time matters, download Bumble.
Click here to view the presentation!
