Marketing Featured Southeast Asia

Bumble teams up with SG small businesses to launch ‘Date Do What’ campaign

Singapore – Dating and social networking app Bumble has teamed up with 13 local small businesses in Singapore to launch its ‘Date Do What’ campaign. Said initiative aims to ease the burden of planning for dates through partnerships with local businesses.

The campaign gives app users the opportunity to connect with others in real life and over a shared experience for 3 months from 4 July up until the end of September this year.

Through this collaboration, Bumble hopes to make dating fun and easy for people who are looking to make new connections through the app by providing them with over 13 activities or dining options to choose from, with exclusive discounts and packages curated specially for the Bumble community. 

According to Lucille McCart, Bumble’s APAC Director, of the 13 local businesses they are collaborating with for this campaign, more than half are women-owned or women-led, which was really important to them when developing this campaign and is just one more example of how the app is committed to empowering women in Singapore and across the globe.

“Bumble exists to empower new connections and foster healthy and equal relationships. Now more than ever, singles are eager to connect in-person as pandemic restrictions are being lifted in Singapore and around the world. Our partnership with local small businesses through ‘Date Do What’ allows us to provide our Singapore community with personalised date recommendations that play to their passions and lifestyle preferences. This helps create a fun environment for singles to bond with their dates, and hopefully develop meaningful and lasting connections,” McCart said.

Under its specially curated ‘Date Do What’ campaign, Bumble has identified the following partners to cater to its community’s diverse interests, namely ‘Adventurous’, ‘Foodie’, and ‘Artsy-Fartsy’.

In Singapore, daters on Bumble are keen on in-person experiences, with ‘Going Out’ being the second most used Interest Badge on daters’ profiles. The Bumble community in Singapore also have a wide array of interests — ‘Sports’ is the most popular interest badge adopted by Singapore daters, although many have also used the ‘Food & Drinks’ or ‘Foodie’ badges on their profiles. 

Besides offering daters a list of recommended date activities, the ‘Date Do What’ campaign will also feature a ‘Date Generator’ questionnaire to help daters find the perfect date experience. By answering a short list of questions to fine-tune their preferences, daters can get personalised date recommendations from Bumble’s curated list of activities that are uniquely tailored to match their hobbies and interests.

Marketing Featured South Asia

WATCH: Tinder India’s new campaign is a celebration of Gen Z’s dating in 2020

India – Tinder India’s latest ad campaign, #InOurOwnWay, depicts the current dating scene among young people in India who are creating new ways and means of dating, especially during the pandemic.

The video shows the different faces of dating today: be it making a mundane outdoor hopscotch date memorable, improvising the lack of a public swimming pool, making the effort for a virtual dance party, or exploring the city on cycles.

The short film is a stark reminder of optimism still being evident through making various possibilities, especially when physical distancing has become a norm nowadays.

“The pandemic has significantly diminished opportunities of chance encounters and interactions from our lives especially for our young members. But human connection endures, unconstrained from rules of physical distance and barriers (both social and physical) and we continue to be inspired by our community,” said Taru Kapoor, general manager for Tinder and Match group-India.

He also added, “Our members have creatively co-created and figured out new rules of meeting, hanging out and falling in love. None of this is surprising, Gen Z has always set their own pace, created their own rules and thrived despite constraints and COVID has only accelerated this ingenuity-this is the spirit we are championing and celebrating.”

The video was conceptualized and created by creative ad agency BBH India

“In creating a music video for Tinder, it is the Tinder community who came up with the ‘creatives’ – the many ways of dating. All we had to do was to reflect and celebrate them. ‘In our own way’ is a refrain that champions their spirit – from choosing who to be with to setting their own pace to meet-ups at places which may not have seen dates before,” Executive Creative Director for BBH Delhi Vasudha Misra said.

In addition to that, the video featured an original soundtrack composed by music director Mikey McCleary, with vocals by Indian-American rapper, singer, songwriter, and dancer Raja Kumari.

Speaking about the lyric-writing process, Kumari commented, “Working on the lyrics and music has been a very rewarding experience and I’m grateful to be the voice of such an inclusive and progressive campaign. I hope it inspires people everywhere to be themselves and love and live in their own way.”