#d&adgroupproject

[antonyad3]

Examples of icks

Our main focus was to generate ideas for icks that are diverse and represent icks that people get in different settings, as well as experiences that different communities undergo.

Examples:

She didn't move in with me after 24 hours. I can't believe I didn't get the ick

He still wears a face mask. ...

He got me roses ...

They took me to the cinema on our first date ...

She didn't hold the door for me ...

They didn't look at memes I sent them

I have been on delivered for 5 minutes ...

He slept with his socks on, I can't ...

He tripped over ...

She choked on water ...

He has moustache ...

I saw her pick her nose ...

[antonyad3]

Logo icon - 10 years

After discussing options for the actual text of our copy-led campaigns and considering the visual feel of 10 years, we decided to manipulate the icon.

Kriszta's idea was to rotate Bumble's icon and turn the lines into 10. She created an animation of this movement on Procreate, which we are planning to use in advertising on social media. This will also be supported with the 10 years clicking at the end.

[antonyad3]

Imagery with copy

I am a lot more pleased with these designs than with the ones that have big text on the images. These developments seem more visually striking. They link all of our ideas through both the visuals and text.

Group feedback on these:

they work really well as a pair, however need to be more strong on their own

the brief is looking for a copy led campaign and currently the images with illustrations are more striking than the text

need to work more on typography and hierarchy

we have a theme 'I can't believe I didn't get the ick', so should separate that from the main text

need to focus on 10 years a bit more

[antonyad3]

OOH Advertising

I conducted research on out-of-home advertising to refresh my understanding of key aspects in promoting a product or service to an audience. One standout observation was that the most successful and memorable ads are those that engage with the audience, inspiring them to interact or share images on social media. An example of this is the Dracula ad that transforms into a scary shadow at sunset.

This insight led me to consider the importance of identifying where Gen Z spends most of their time and what visual elements would capture their attention. As a result, we are exploring the idea of advertising our concept in locations where Gen Z frequently waits for public transport, such as using Adshels or wall posters in metro stations.

Additionally, we brainstormed the idea of designing stickers placed in areas where a person might give an 'ick.' One concept involved placing a sticker on stairs with the message 'don't trip over, you might give an ick.' However, upon reflection, we realised this idea could be interpreted as an insult and lacks a clear connection to our main messages about dating, clicking with people, or celebrating a 10-year anniversary. We are considering alternative ideas that not only stand out but also effectively communicate the core messages of our campaign.

[antonyad3]

Visual element for clicking

I proposed incorporating a visual element/icon representing the sound of clicking to connect all the stories about people clicking with each other. The idea is to use illustrations in a series of images to visualise situations where people click, utilising the thick 3 lines from Bumble's icon. I added a glow effect to demonstrate the spread of connection and movement.

While the visual concept is engaging, I noticed that the text on the right side of the image needs improvement as it doesn't align well with the intended meaning of the copy. To address this, refining the text to better complement the visual concept is crucial.

We also discussed that the second design reminds us of giffgaff's style and doesn't effectively communicate the intended message. Considering the possibility of having six posters with both images and text separately could be a solution to enhance clarity and convey the message more effectively.

[antonyad3]

Developing the tagline

During today's meeting, our focus shifted towards connecting the 'ick' concept to Bumble's 10 years of existence. In our previous discussion, we settled on 'Celebrating 10 years ick free,' but we acknowledged that it lacks catchiness and easy memorability.

At the start of today's meeting, I encouraged the team to generate phrases that would stick with the reader and spread easily. Some of my initial suggestions included:

A decade without icks

Celebrating 10 years ick free

Damn, been a decade without icks

Bumble celebrates a decade without icks

Bumble hasn't been called icky in 10 years

A decade on Bumble without icky swipes

Zero icky swipes in 10 years

However, these were deemed a bit wordy and didn't convey a snappy message. After further discussion, Kriszta's tagline '10 years of love not icks' resonated well. However, it wasn't particularly correct considering Bumble's goal to help people find each other not only in a romantical way. Kriszta then suggested a rhyming alternative, '10 years of clicks, not icks,' which we found particularly successful. This tagline cleverly celebrates Bumble's inclusive culture, encompassing not only dating but also friendships and professional opportunities. The term 'clicks' captures the essence of connecting with people, finding the right community, and the literal act of clicking within the app.

[antonyad3]

Interviews with guys

In general, guys displayed a more positive outlook on dating, although this observation might be influenced by the smaller circle of men we managed to interview. Nonetheless, there are striking similarities in the views across genders. Some male participants noted that dating doesn't always feel equal and highlighted expectations placed on them. Men expressed a desire for reciprocity, wanting to receive effort and feel a balanced contribution from both sides.

Interestingly, it appears that despite the historical fight for independence, some women may struggle with the idea of taking initiative in dating. This insight suggests that, moving forward, there's a need for greater acceptance and mutual effort in Gen Z relationships. It underscores the importance of treating each other as equal individuals with unique feelings and fears. The interview highlights a broader call for fostering a more human and understanding community.

[antonyad3]

Identifying the problem

Problems that gen z faces when dating:

Snowflake culture - nothing is ever up to a person's standards

lack of effort/passion

lost the hope for old romance

lack of commitment

dating is complicated and exhausting

people are scared to need others/rely on them

vulnerability is cancelled

Why was dating so different in the last century?

people didn't have access to the online world, therefore they were limited to people from the place where they lived

people were more dependent on each other

it wasn't common to travel as much, even between towns

previous generations didn't focus on imperfections of their partner, whereas now everyone sees 'red flags' straight away

people felt more needed and their presence was valued

marriage was one of the biggest goals

While discussing current issues in the dating world and analysing the interviews, we identified common themes. Many individuals, especially girls (as observed in our interviews), feel there is a lack of effort and commitment in modern dating. In the past, people were limited to their small social circles when it came to choices, whereas today, the abundance of profiles makes it seem like fewer people are putting in the effort to build connections.

Dating has become objectifying, marked by a culture of 'if not you, then someone else.' However, when someone does come along and treats you nicely and with respect, it can be perceived as 'icky' or 'weird' because of the prevailing notion that being overly attentive is unusual in today's dating culture.

This conversation sparked more taglines, which were:

you've tried lots of dating apps but you haven't tried Bumble

For 10 years we've been perfecting the dating scene for you

Bumble for connection

personality over looks

Feeling connected but not being told

Bumble is for connection and not just an app that tells you that you two have matched

[antonyad3]

Oatly campaigns

In our tutorial, we were advised to examine Oatly's campaigns for inspiration in crafting copy. Oatly adopts a disruptive tone of voice, unapologetically laughing at people's comments and reactions to their new products, while also playfully mocking themselves as a brand. Their approach is refreshingly simple, conveying a confidence that stems from their evident success.

What stands out is Oatly's clever use of spaces in their ads, creating a memorable visual impact. This departure from conventional advertising practices adds to the distinctiveness of their brand.

Notably, Oatly's campaigns, despite having a seemingly simple or lighthearted nature, lack a specific meaning or goal. Yet, they consistently draw attention, leave a lasting impression, and showcase the effectiveness of their approach in making a brand memorable.

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Reviewing designs with the group

We've uploaded our designs on the Miro board to facilitate discussions and analyse our next steps, and identify successful ideas for further development. While visually pleased with our experiments, we still found ourselves uncertain about the overall theme that will seamlessly link all the ads together.

Throughout our design process, a common thread emerged as everyone incorporated the concept of 'icks' - turn-offs that individuals might experience in the early stages of dating. While intriguing, it raised concerns about potentially undermining the celebratory nature of the project and impacting people's self-confidence. Balancing this concept with the overall objective of celebrating Bumble's 10-year anniversary remains a challenge that we need to address.

[antonyad3]

Designing the taglines

Here are some key taglines I've developed, each stemming from concepts discussed in the previous post. Our plan is to invest time in visualising these ideas and engage in a collaborative discussion to refine and enhance our designs. The main themes explored in these taglines revolve around the diversity within the dating world, incorporating slang and trends prevalent in the Gen Z community, and highlighting the distinctive features and qualities that set Bumble apart.

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Interviews with Gen Z (girls)

Findings

To gain a deeper understanding of Gen Z's perspective on dating, we opted for in person interviews around campus rather than the traditional survey route, which often yields low response rates.

From our interviews with a predominantly female audience, a common theme appeared with many viewing dating as an exhausting chore. Several participants expressed a sense of disappointment, noting a lack of genuine connections on dating apps, leading to a loss of hope. It's evident that many individuals strive to portray themselves as someone they're not through altered looks, photoshopped images, or adopting a speaking manner that isn't close to their authentic selves.

Idea

This collective sentiment sparked a compelling idea within our group: perhaps Gen Z doesn't necessarily need a revolutionary approach to dating. Instead, the key could be to embrace and normalise the human experience—acknowledging imperfections, making mistakes, and celebrating uniqueness. At its core, dating is about connecting with others who differ from us, appreciating those differences, and falling in love with the genuine authenticity that comes with being human. This insight guides our approach to create a space that encourages real, unfiltered connections.

[antonyad3]

Miro board - LO4

After our tutorial we created a Miro Board to share all of the important research and designs, as well as be able to give quick feedback on any developments.

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Ideas/areas to consider

showing diversity through the way people speak

how can we manipulate text visually - emojis, symbols, autocorrector

replacing some of the words with cut out imagery/pictures of objects

vocabulary around dating

[antonyad3]

Tagline ideas

After the tutorial, my group and I discussed the feedback, outlined key focus points, and delved into brainstorming numerous tagline options. Each of us contributed examples, sharing our preferences at the end of the session.

I suggested showcasing the diversity of identities on the dating app by using different speech styles, such as Shakespearean or expressions by a chav. Additionally, I proposed changing '10 years' to 'a decade' for a more approachable appeal suited for Gen Z. Another idea involved incorporating equality through a mathematical concept, symbolising that a strong couple is the result of two individuals contributing equally.

Kriszta suggested playing with language, exploring how the same words could be interpreted differently. An example of her tagline was '10 years later... we still haven't finished.'

Yasmin experimented with letter swapping, creating attention-grabbing phrases like 'Dig Bick' to intrigue users. She also proposed transforming dodgy pickup lines into polite messages to highlight the positive influence of Bumble.

While these ideas were intriguing individually, we recognised the need for a unifying theme that could be explored across various executions. While they worked well for a single poster, we aimed to develop a cohesive series that both celebrated Bumble's 10-year anniversary and resonated with Gen Z.

[antonyad3]

Group tutorial

Notes:

Collect research on Miro

we don't need to remove boundaries because they don't exist

subscription models, what are the differences between generations? what is normal to gen z?

what is 'normal' visually?

how are you disrupting my day by showing me this campaign?

come up with more taglines

Anything goes on Bumble

attention grabbing

emotional reaction

try polite pick up lines

Bumble auto correct

Sneaky link

Focus on what is going on now, campaigns don't last long

brainstorm terminology around dating

10 years: we have always been pushing boundaries and now we don't need them

Oatly campaigns

KFC 'we fucked up'

don't focus on just the dating when doing research

next week prepare a pitch style presentation

This tutorial helped us to direct our focus on more significant areas and gave us more understanding of the requirements and possibilities for a fun approach.

We were also advised to look for research outside of the dating world to expand our take on copy led campaigns.