THE FUTURE LABORATORY
A live project affiliated with Nottingham Trent University in 2021, inspiring The Future Laboratory with a brand communication in 2025 through consumer insight to predict future brand strategies based on the Post-purpose Brands macrotrend.
By considering the notion of ‘post-purpose’ and how it will affect our chosen brand, being Bumble (Date, BFF and Bizz), we were able to identify key opportunity for Bumble and develop a fresh approach to its 2025 campaign, launching a new service/experience.
BRIEF: Choose one of the 3 brands (previously researched) and develop a new brand strategy language through an integrated campaign that appeals to the brand’s new target consumer. The brand language must avoid focusing on sustainability or social responsibility, and instead develop themes of betterment, improved value and building back differently. The campaign must manifest in three ways, with at least one digital output and a new innovative format that you have explored. Create a pitch document/deliverable from the brand manager to better understand your new vision for the brand communication.
OUTCOMES: Inject serendipity into emotive, enduring connections on Bumble Date and BFF through an authentic algorithm experience. The two future consumers are The Sign Offs who resemble digital fatigue, emotion over data and app-ocalypse, and The Always Ons who represent generation influence and are a cohort of creators. The concept name was Layered Disposition and was followed through to a campaign named Bumble Play, which exhibits 3 outcomes: re-branding of the app through game play levels, experience-led algorithm event and TikTok RTC advertising
