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.

The results? Huge. Consideration rose by 4% – beating our 3% target – with 3.53M content views, 500K engagements, and real stories of new connections.

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.