{"id":883822,"date":"2026-09-08T00:18:10","date_gmt":"2026-09-08T00:18:10","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/883822\/"},"modified":"2026-09-08T00:18:10","modified_gmt":"2026-09-08T00:18:10","slug":"coffee-meets-bagel-gets-serious-about-australia-in-debut-integrated-campaign-via-paper-moose-campaign-brief","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/883822\/","title":{"rendered":"Coffee Meets Bagel gets serious about Australia in debut integrated campaign via Paper Moose \u2013 Campaign Brief"},"content":{"rendered":"<p>\t\t\t    September 8 2026, 8:14 am | BY Lynchy | <a href=\"#comments\">No Comments<\/a><\/p>\n<p>\t\t\t\t\t    \t\t<\/p>\n<p>\t\t\t\t\t    \tCoffee Meets Bagel (CMB), the dating app for serious, intentional daters, has officially launched in Australia with \u201cLet\u2019s Get Serious\u201d, its debut campaign created by full service B Corp agency Paper Moose.<\/p>\n<p>\u00a0<\/p>\n<p>The integrated campaign uses witty, tongue-in-cheek wordplay on familiar dating frustrations \u2013 from ghosting and surface-level profiles to endless conversations that never become actual dates \u2013 to demonstrate how CMB helps singles make more meaningful connections.<\/p>\n<p>The launch comes alongside fresh research from CMB and YouGov, which found that more than half of Gen Z and Millennial Australians are prioritising finding true love in 2026, while 91% report frustrations with their current dating-app experiences.<\/p>\n<p>Says Shn Juay, CEO of Coffee Meets Bagel Worldwide: \u201cAustralian singles are telling us they still believe in love \u2013 they just want it to feel real again, not repetitive or superficial. We see a real opportunity to give people a better way to date, one built around intention instead of endless swiping.<\/p>\n<p>\u201cGetting serious isn\u2019t about rushing into marriage or putting pressure on every first date. It\u2019s about being honest that you want something real, dating with intention, and investing in people who want the same. This campaign brings that philosophy to life in a way that\u2019s distinctly Australian: direct, relatable and with a sense of humour.\u201d<\/p>\n<p>\u00a0<\/p>\n<\/p>\n<p><\/p>\n<p>\t\t\t\t\t    \t\t<\/p>\n<p>Says Nick Hunter, CEO and ECD at Paper Moose: \u201cAustralian dating culture is egalitarian, irreverent, and deeply sceptical of anything that feels too earnest. \u2018Let\u2019s Get Serious\u2019 works because it meets Australian singles where they are: tired of the swipe, tired of the ghost, and ready for something that actually leads somewhere.\u201d<\/p>\n<p>\u201cLet\u2019s Get Serious\u201d brings this difference to life by pairing recognisable dating struggles with CMB features such as curated matches through the app\u2019s famous \u2018noon bagel drops\u2019, personalised Topic Suggestions and Real Dates, which encourages promising conversations to progress beyond the app.<\/p>\n<p>The campaign was developed and distributed by Paper Moose using its in-house technology and automation tools. It is running across digital billboards, bus shelters, train stations and social media, with placements across Sydney\u2019s CBD, Parramatta, Chatswood and North Sydney.<\/p>\n<p>\u00a0<\/p>\n<p>Client: Coffee Meets Bagel<br \/>Creative | Production | Media: Paper Moose<\/p>\n","protected":false},"excerpt":{"rendered":"September 8 2026, 8:14 am | BY Lynchy | No Comments Coffee Meets Bagel (CMB), the dating app&hellip;\n","protected":false},"author":2,"featured_media":883823,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[64,63,44],"class_list":["post-883822","post","type-post","status-publish","format-standard","has-post-thumbnail","category-australia","tag-au","tag-australia","tag-news"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/883822","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=883822"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/883822\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/883823"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=883822"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=883822"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=883822"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}