Coffee Meets Bagel throws out fun facts in OOH blitz to have users #DitchTheList

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Dating app Coffee Meets Bagel (CMB) has launched its #DitchTheList campaign, which aims to encourage people to ditch the long list of requirements they have for an ideal partner and reconsider their dating priorities. The idea for the campaign came after a survey by CMB revealed that the average dater in Singapore has over 24 must-haves and dealbreakers when it comes to choosing their future partners, yet 96% ultimately end up with someone they didn’t expect.

The campaign includes a series of OOH ads that highlights some of the survey's unique findings. For instance, one OOH ad says "Just 15% of women on CofeeMeetsBagel are diehard fans of your favourite football team. But 72% will stay up late to watch a match with you," while another talks about the percentage of men who are Aries born in the Dragon year. The OOH ads will be prominently featured in central Singapore on buses and bus shelters.

The campaign also includes a short video that shows Singaporeans from all walks of life, coming together to share their dating requirements at different stages of their lives. At the same time, CMB will work with local content creators to market the campaign on social media.

CMB's survey, which saw 600 respondents, asked Singaporeans about their dating requirements. The survey revealed some not-so-surprising criteria such as their partners' occupation, as well as the little things, including looking presentable, having fresh breath and having good social media habits. At the same time, Singaporeans across all demographics agreed that honesty, loyalty, and mutual respect are the most important parts of a long and happy relationship.

According to local dating expert Cherlyn Chong, finding the right partner after being disappointed with the wrong ones takes a whole new mindset. “Rather than being more stringent and heap on more expectations, look for partners who embody the values which encourage long-term stability instead. And surprisingly, it usually isn't the person that you hit it off with right away, but the person you get to know gradually and eventually like," she added.

Additionally, Dawoon Kang, chief dating officer at CMB, said that what 91% of its users are looking for a serious relationship, which makes its app stand out. “This translates offline, with 96% of CMB daters intending to go on dates with matches, and more than half reporting that their first dates often lead to second dates," she added.

Earlier this year, CMB partnered with Durex Singapore to shed light on the topics of sex and dating. In a video that is nearly three minutes long, both teams got six singles to share their views on who should initiate the topic of sex, how many dates one should go on before bringing up sex, and tips for bringing up sex. The singles also shared ways to make the dating scene in Singapore better. CMB is said to have begun work on this campaign in May as MARKETING-INTERACTIVE received a notification on the app asking users if they wanted to star in a CMB campaign. “We are working on an exciting campaign for CMB Daters in Singapore – and you could be part of it! Tell us about you and we’ll reach out if you’re the right fit,” the notification said.

Separately, fellow dating app Bumble celebrated the excitement and anticipation that comes with both virtual and in-person dating in September by launching localised OOH ads across key transit locations in Singapore, including sites such as Clarke Quay and Outram Park. The ads feature unique, localised copy such as "Find the kaya to your toast on Bumble", "You, me, and BBT", and "Find someone you'd travel the East-West Line for". This OOH activation was part of its Southeast Asia brand campaign titled "Make the First Move" which also featured a film done together with MullenLowe Singapore.

Meanwhile, Match Group, which owns dating platforms such as Tinder, Match.com and OkCupid, said last month that it plans to enter the metaverse. Titled Single Town, the metaverse will see singles, represented by their avatars, move around and engage with others by audio in various virtual locations. Users who express mutual interest in each other will then be able to connect privately as well. According to Match Group, Single Town is still in its early stages and is currently being tested in South Korea, but could provide "a very different dating app experience" for its users when it becomes a standalone app. "This new experience provides a glimpse into how metaverse experiences could be applicable to dating and it is the sort of innovation that will help us evolve our portfolio as we enter the next phase of dating," the Group said.

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