A familiar, albeit annoying occurrence for most Asian millennials
With events like Chinese New Year and Valentine’s Day nearing, societal pressure for singles looms ahead.
To get our message across, we need to create something louder than CNY songs and more remarkable than Valentine’s Day gimmicks, yet without shouting.
With CNY and V-Day approaching,
singles are once again feeling the heat.
We take some of this pressure off,
with a timely reassurance that
it’s ok to be a work in progress.
What if you could show love and support to your single friends with a traditional CNY symbol of love?
Love Letters (雞蛋捲) are synonymous with CNY festivities.
This CNY, Bumble bakes a different kind of love into the traditional Love Letter.
This CNY, send another kind of Love Letter to your single friends, with a customised, encouraging message to break with convention and
start dating on their own terms.
[ACTIVATION]
Collaborating with a local confectionery maker, we have Bumble pop-ups at a few locations, where you can actually get your hands dirty making traditional CNY love letters with a
personal touch.
[MERCHANT PARTNERSHIPS]
Beyond the activation,
(the other) Love Letters can also be premade and sold at various merchant outlets to extend our campaign islandwide and past CNY.
E.g. Baker’s Well, Janice Wong, Bengawan Solo
As part of this campaign, Bumble is launching Breaking Barriers: Getting Real About Dating During CNY With Mum, which features Content Creator Chow Jiahui and her mother have a heart-to-heart conversation about their own perspectives on dating and the pressures to couple up.
Despite familial pressures, Chow shared that she’s remaining steadfast about dating on her own terms. “Now I feel like I can try and find a partner that I will be with for the long term. It’s no longer really about getting to know a lot of people, but getting to know a lot of people and making sure that whoever I choose to spend time with is someone that I will eventually be able to settle down with,” she added.