THE BRIEF: Increase Chicago Public Library's membership and attendance amongst young adults 18 - 28.
THE CHALLENGE: Chicago Public Library is seen as an old and outdated place. We need to change the narrative to make Chicago Public Library a cool place to learn and gather as a community.
THE SOLUTION: Targeting young adults who use dating apps, this campaign encourages dating app users to meet up with their next match at the Chicago Public Library. Why? Users of dating apps have to regularly plan places and times to meet with their matches and often spend a lot of money at places like bars, restaurants, and movies. This campaign serves as a bold reminder that Chicago Public Library is a safe, public, and free place for you to meet up with your date.
THE ACTIVATION:
CPL doesn’t just ask people to meet—but actually helps get people together.
Through this stunt, cards would be handed out on the streets of Chicago reading: “We think you’re attractive. If you’re single, come to Chicago Public Library’s night of speed dating.” The simple act of an odd and unexpected compliment will be buzz-worthy and memorable to the audience.
The speed-dating event would then bring people together for a chance to meet in person and give CPL the image of being more than just a library, but a welcoming and free-of-cost place to meet new friends (...and possibly more?)
