“Introducing the new Bumble. More features, more choices, more ways to create connections.”
Women-first dating app Bumble has revealed a refreshed visual identity and new global campaign to usher in a new age of dating. This coincides with the app expanding its signature ‘Make The First Move‘ function with the exciting launch of ‘Opening Moves‘.
After a decade of revolutionizing the way women date, Bumble is venturing into a dynamic new era by launching a feature that gives women more choice in how they make romantic connections. Bumble’s ‘Opening Moves‘ gives women the option to set a question that their potential matches can respond to, and thus adds more ways to open a conversation while keeping women in control of their prospective relationships.
In the days leading up to the announcement, Bumble teased its global launch with a Renaissance-style campaign hinting at the fatigue some women feel online dating, including cloud-themed beds.
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Soon after, they launched their video, titled, “We’ve changed so you don’t have to.”
According to Bumble’s research, nearly half of women (46%) surveyed on Bumble revealed that having more ways to initiate a conversation would make their dating app experience even better. Now, Bumble is making that wish a reality.
This evolution marks a vital moment for Bumble and is brought to life by a new global marketing campaign, featuring a video that recognizes the exhaustion some women feel with online dating when their needs and experiences are not prioritized. This is contrasted with the women-first solution that Bumble provides, framing the dating app in a positive manner.
Bumble is also rolling out a new app identity which includes a new logo, bolder fonts, and refreshed colors and illustrations. According to Bumble’s data, 75% of women surveyed believe that the look and feel of a dating app is important to their overall experience, and 65% believe that the visual identity can make the dating app easier to use. With this new announcement, Bumble is redefining itself as the perfect fit for both.
“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.”
Closer to home in Asia, the same teaser video was featured on @bumble_india’s Instagram, and the account’s profile picture was changed to an imagery of a ‘sleepy girl’. The campaign also features ‘Flip It’, a video hinting at the new changes coming up to enhance women’s online dating experiences, while still keeping them in control. In India, the launch will be featured in an OOH campaign in the later half of May in Mumbai, over Bandra’s biggest signal and wrapping up malls like DLF Cyber City, and DLF Promenade in New Delhi.
The global campaign and new app design was executed in-house by Bumble’s Creative Studio. a global marketing campaign with high-impact digital and physical OOH in more than 10 countries
