HIVE SOUNDS

CREATE AN OPPORTUNITY TO MAKE THE FIRST MOVE WITH BUMBLE, FROM FRESHERS TO END OF YEAR BALLS

INSIGHT

The music industry has a notorious gender imbalance. In fact, data reveals just 13% of headliners at the UK’s top festivals in 2022 were female. And student line-ups reflect a similar pattern…

IDEA

Bumble presents: Hive Sounds an all female music tour hitting up the biggest parties across the UK. Capitalising on the best university events and student venue favourites to bring Bumble into the mix through activations, sponsorship and on the ground SBA and society guerilla takeovers.

SOLUTION

We released Hive Sounds into the celebratory momentum of freshers week, spearheading empowered connections for 15,000+ students on the dance floor of 5 key cities. Cutting through saturated brand noise, we pioneered headline sponsorships of renowned student venues - providing an immersive takeover from decor, giveaways and DJs.

340 Bumble activations in terms 1 & 2, made for a non-stop calendar led by 38 SBAs and 27 societies. They helped students fall in love with dating by supporting the likes of house parties and socials to libraries and talks. Sponsorships provided student moments with bespoke merchandise drops, a Bumble branded sound system and some of the biggest giveaways on campus including a trip to Paris.

Bringing the year to a close the Hive Sounds collective returned touring a rebranded VW camper to 5 end of year balls. Forming part of the memories students take with them, alongside merchandise takeaways, embarking onto summer.

University events had a multi-channel pre-campaign hype both digitally, physically and at POP cut through to the masses at pivotal points from A Level results day to freshers week itself. On the ground student DOOH launched IRL events and incentives were supported by a 12 week Instagram and Tik Tok campaign adding a layer of education.

RESULTS

  • 5 Bumble sponsored freshers events
  • 5 Bumble sponsored end of year balls
  • 340 IRL Bumble sponsored SBA & Society activations
  • 30,000 + Bumble merchandise handouts
  • 70,000 + students reached IRL
  • 430,000+ online impressions
  • DJs have since secured ongoing slots with brands such as Adidas