New Blood Entry — Love at First Pronto!
Award: Yellow Pencil
Bumble / 2024
Love at first pronto: a new way to spark connections.
We decided to switch up the app: the first interaction, when matched, has to be a call.
For a month let’s make digital connections more human.
We chose Instagram posts, as a media to demonstrate how important the voice is, and stories to make users guess who’s speaking.
Reels are a memory content: rewatch Bumble’s anniversary party, a celebration where brave lovers get invited after the first call.
The print execution has a playful tone of voice while the radio campaign's main focus is to express the power of sound.
What did the judges have to say?
Taken from recording - 'The insight was really powerful, the execution spanend many different mediums. It's a great feature that would make the app even more authentic, and adds to what Bumble is as a brand'
Bernice Puleng Mosala, Copywriter, FP7 McCann
Taken from recording - 'It so aptly addressed a real problem for Gen Z. The entry spanned the entire project and many different campagin executions. The case study showed how great the insight was and a real understanding of the audience.
Candi Williams, Content Design Director, Bumble
Taken from recording - 'Solves a really big problem - dating on autopilot. The craft and copy kept it approachable, and to do something this impactful and powerful in a way that's digestible and understandable is really important'
Sandy R McIntosh, Executive Creative Director, M&C Saatchi UAE
Taken from recording - 'It is a provocative idea that challenges the audience of Bumble to use their voice!
Marine Quére, Senior Creative, Ogilvy Social Lab Belgium
Love at first pronto - I loved this work because it was an original idea yet pulled on the nostalgia of the way dating used to be. Other ideas that pull on nostalgia but departed from the reality of online dating. The copy executions were also really nicely done.
Sofia Townshend, Copy Director, Ragged Edge
'Love at First Pronto' gives Gen Z their voice back, which is powerful. To make the first interaction a call is refreshing, simple and empowering. It makes online dating more human.
Tulsha Booysen, Copywriter, Grid Worldwide