Mind What Gap?

Client: Lime for Bumble

London might be full of singles, but for many, dating had ground to a halt. Our insight? Nearly 70% of young daters won’t look beyond their own postcode. Crossing the city felt like long-distance – and romance was suffering.

Bumble set out to change that. We launched a city-wide strategy to reconnect boroughs, reignite dating, and re-establish Bumble as the app for making moves.

We focused on London’s cultural hotspots – Camden, Hackney, and Lambeth – where Gen Z women were leading the way in confidence and self-prioritisation, but still struggling with a dwindling dating pool. So, we made it easier to write their own stories – tapping into Main Character Energy and using our geo-audience insights to identify where daters had stopped crossing the river (unless it was for true love – or Jacob Elordi).

To bring this to life, we partnered with Lime. Together, we powered a campaign that connected Londoners physically and emotionally – with free Lime rides, a pop-up dating pitstop, and cross-city survival kits. Over 1,200 daters got involved IRL, and we flooded Outdoor and Social with bright, Bumble-yellow messages of encouragement.

Most importantly, it worked. People met. People matched. And more Londoners started swiping beyond their borough.

From ‘no way’ to ‘massive slay’ – Bumble made dating in London exciting again.