5th French dating application by consumer spend in 2021, Fruitz has succeeded in establishing a prime position in the market. Quite recent, the application remains one of the most used today in France. Let’s see how the communication of the brand propelled it towards a success story.
A short name, dynamic, and easy to remember, that echoes the concept of the application, Fruitz bets on a simple and efficient name to create brand awareness in the mind of customers.
Their visual campaigns play on this simple aspect, almost minimalist. The four fruits are designed without frills, but with flash colours to attract attention. Flash colours catch the eye and transmit emotions; pink colour provokes excitement, love; orange sets for impulse, motivation. Much more than the logo, that only a few know how to describe, the first thing that comes in mind when talking about fruitz are the fruits drawings. By making them the key element in their communication strategy, making them appear in each of their campaigns, Fruitz has succeeded in creating brand recognition. This communication strategy is a success as users have appropriated themselves these fruits to such an extent that nobody is now talking in terms of expectations but only in terms of fruits.
The last display campaign they launched 6 months ago was in the Parisian metro. If you are living in Paris, keep your eyes open, the displays are still in metro stations.
This is clearly a strategic location, first considering the number of bystanders and second considering that most of the bystanders walk the same path every day. Thus, the frequency they visualize displays makes the brand part of their daily routine, reinforcing brand recognition.
Their strategy perfectly fits with this type of location, as it needs to be simple, straight to the point because bystanders don’t have the time to stop. They kept in mind that bystanders won’t look at their displays for more than 5 seconds, meaning that it needed to be catchy for people to turn their heads. In close up, the fruit, a discrete description of its meaning and a motto “Match per desire”. Flash colours representing the brand, catching the attention of bystanders and contrasting with the darkness of the metro. If I would have compared this display campaign with another one two or even three years ago, nothing new would have been mentioned. Hence, the goal is not giving new information to people about the app, but showing them brand consistency by always delivering the same message.
If Fruitz often bets on simplicity, it sometimes tries to clearly differentiate from the others in their communication. The one that grabbed my attention the most was the communication launched for Valentine’s Day in Paris 2019. To honour this moment of love, the brand associated with Ecran City to enclose single people in screens for 7 days. In order to pull them out of the screens, people had to go on the Instagram account “Délivrez l’amour” and give a like. 500 likes were needed in order to pull them out.
Beyond allowing these single persons to find their match, this offline communication was absolutely clever, acting as a perfect call to action for trying the app. It was so completely out that it allowed people to remember and talk about it.
I now wonder what they have in store for us next Valentine’s Day.
Fruitz communication is fresh, trendy, and fits perfectly with the target’s expectations. After reading this article, I’m sure you can’t wait to take the metro to see their displays !
Pauline GRENIER
592 words.
References:
Saint-Valentin : Fruitz enferme des célibataires dans des écrans. (2021). Retrieved 27 November 2021, from https://business.ladn.eu/news-business/actualites-startups/fruitz-celibataires-enfermes-ecrans-paris/
Une campagne d'affichage métro et de nouveau un très beau. (2021). Retrieved 27 November 2021, from https://www.linkedin.com/posts/charlesbail_une-campagne-daffichage-m%C3%A9tro-et-activity-6795710416170348545-g6AJ/
France Top 10 Dating apps by consumer spend. (2021). Retrieved 27 November 2021, from https://mobile.twitter.com/appannie/status/1389895818660954112/photo/1
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