The fastest-growing dating app Bumble today already boasts over 40 million users in countries. What makes it special: It's the first app where women make the first move. This is because no conversation can take place without a message from the woman. Of course, the situation is different for same-sex couples. Bumble is not just about finding a date or the great love - you can choose between the three functions "Dating," "Friends" and "Business" and thus expand your network with positive contacts.
That's how I know the young residents of Berlin. This attitude and the unique attitude towards life of this city inspired the tonality of the campaign and thus communicates the Bumble brand values - at the same time pointed and hyperlocal. I'm especially pleased that we have a young team of pure "Berlin Female Power" responsible for the campaign. Because at Foundry, too, the motto was: Female first.
The team for the campaign consisted mainly of women. The task was to design a degree campaign for Berlin. After an intensive development phase, Foundry was able to convince directly in the first presentation. The result: After only four weeks, 10 different posters were already hanging at selected locations. At the heart of the headline campaign, which will be seen in Berlin from September, are apt allusions that appeal to the Berlin public between 18 and The messages humorously play with very specific and local aspects of various Berlin districts and their stereotypes.
At the same time, topics like dating, friendship, career and especially female empowerment are addressed. We also took care of the entire media planning and placed the billboards in the most suitable neighborhoods of Berlin.
Here, everyone can live out their ideas and try out something completely new - both professionally and privately. With Bumble, we want to connect all these free spirits and doers to become even more successful together and in a respectful way. That's why we address them with messages that grab their attention and show them that Bumble ticks just like them.
