BITE Insight

Valentine’s Day is a bit like Marmite. You either love it or you hate it. But you definitely can’t get away from it. By the time the last Christmas decorations have been stuffed back under the stairs, the teddy bears clutching hearts are smiling manically from window displays and the love heart covered emails have started landing in your inbox.

It is a day when old romances are celebrated and new ones are kindled, whether romantic or platonic. That’s where Bumble comes in. And this Valentine’s Day the dating app asked people what #loveequals to them.

Working with Hyphen, they turned a traditional red phone box Bumble yellow to bring some romance to Covent Garden. The box was filled with 1,000 yellow roses, which were then given away to passers-by.

As part of the social content for the day, Bumble asked people to share what they think #loveequals to them. The dating app also teamed up with Shazam, which turned yellow for the day and, if no song match could be found, directed the user to the Bumble app with the message “Shazam couldn’t find a match but we can.”

This work is part of Hyphen and Bumble’s Paint the Town Yellow campaign, which saw doors across London painted yellow.