UNCONDITIONALLY
AD: Isa Lozano
PROBLEM: 7/10 online daters think people lie to appear more desirable.
INSIGHT:
To love someone forever means to accept them, flaws and all.
IDEA:
Invite Bumble users to make their flaws the first thing you see about them.
SOLUTION:
“Unconditionally,” a pop-up that displays users’ flaws, quirks or embarrassing traits before showing their profiles.
This way, users know matches accept their less desirable qualities before even exchanging hellos.
INSIGHT:
To love someone forever means to accept them, flaws and all.
IDEA:
Invite Bumble users to make their flaws the first thing you see about them.
SOLUTION:
“Unconditionally,” a pop-up that displays users’ flaws, quirks or embarrassing traits before showing their profiles.
This way, users know matches accept their less desirable qualities before even exchanging hellos.
NEXT, We’ll extend “Unconditionally” into an OOH campaign highlighting the funniest or most relatable flaws. We’ll even place conversation coasters in restaurants and bars to help break the ice.
EXTENSION!
We’ll take “Unconditionally” to social media, where Bumble will host a “Dating Game”-inspired show to air exclusively on IG Reels, Youtube Shorts, and TikTok.
In each episode, a woman will choose someone to date from their “Unconditionally” pop-up and their answers to our conversation starters.
We’ll take “Unconditionally” to social media, where Bumble will host a “Dating Game”-inspired show to air exclusively on IG Reels, Youtube Shorts, and TikTok.
In each episode, a woman will choose someone to date from their “Unconditionally” pop-up and their answers to our conversation starters.
CASE STUDY
Here’s a secret: when I was a worse copywriter, this campaign used to be called “Love Them Anyway.” In light of sharing our flaws, I’ve kept the old tagline in the case study video.