Extra launches Melbourne Dating Line as Victorian lockdown ends via Thinkerbell

Paige Murphy
By Paige Murphy | 15 June 2021

Gum brand Extra has set up a Melbourne Dating Line to help encourage Melburnians to fast track their plans back into bars, pubs and restaurants.

The initiative, created by Thinkerbell, aims to help inspire the state to get behind small businesses once again.

It asks Melburnians to text 0488 345 345 with their name, their email and the venue they can’t wait to visit again.

Extra will foot the bill of up to $10,000. The $10,000 is split between 100 x $100 vouchers.

“With every Melbourne lockdown comes another kick in the guts to the hospitality industry and another unwanted pause for the city’s dating population," Thinkerbell executive creative director Tom Wenborn says.

"Thankfully Extra has been quick to react and help drag Melbournians off the couch and straight back into bars and restaurants where they belong.

"This has been a great project to collaborate with at speed via Zoom, but we’re really looking forward to enjoying it in person…we hope. We love the Celene Dion film, and the Melbourne Dating Line feels like a good extension for this market."

Melbourne Dating Line launches in line with Extra’s newest TV campaign, which made its Australian debut on Sunday night, specifically in Melbourne.

“While we’re all feeling the pain of the prolonged global pandemic, it’s important to celebrate the small wins," Mars Wrigley Australia portfolio director, gum and mints Michelle Gazzola says.

"Our film - For When It’s Time - celebrates the small wins in a big way. And while we don’t expect Melburnians to horde out on the streets in the thousands and kiss, we do hope they can get their Ding Back and support small businesses while they do.”


Client: Mars Wrigley - Extra
Agency: Thinkerbell
Media: MediaCom

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