eHarmony is bringing the elusive ‘spark’ to life in its new integrated TV campaign that launches today.
The ads are part of a broader brand evolution for the country’s most trusted dating service, which has recently experienced leadership changes both in Australia and globally.
“eHarmony is one of those rare companies that has leveraged technology to connect people in a way that genuinely enhances their lives. This new campaign is designed to bring that vision to life for Aussie singles in a unique way,” said Nicole McInnes, marketing director, eHarmony Australia.
“As a company, we’ve always stood for love; we’ve been studying it for decades and live for that moment when two people connect in a way that changes their lives for the better. This campaign celebrates those moments and shows that eHarmony can help make them happen,” said McInnes.
The TV-led campaign, which launches today, was directed by The Glue Society and produced by Revolver/Will O’Rourke, Sydney.
“Within the dating landscape, the category appeared to have moved toward gamification and short-term hookups, and the advertising tended to be really rational, despite the emotional nature of the subject matter,” said Paul Bruty of The Glue Society.
“We wanted the films to tap into the deeper emotions around finding love while demonstrating eHarmony’s unique ability to bring people together that ‘click’. That moment when you just ‘know’ – not just physically, but on a deeper level – is the holy grail of dating. It’s the spark,” added Bruty.
The new campaign features two 30 and two 15 second TVCs that will appear on national free-to-air and pay TV, and extends to below the line initiatives including digital, social and PR.
“This campaign extends beyond TV ads and is the first step in our new brand positioning that’s designed to put the focus back on people and love,” added McInnes.
“The dating culture in Australia has transformed into something that glamorises swiping people in or out of your life, and somewhere along the way it’s become uncool to admit that you want something more. But our research tells us that 65% of Australian singles do want something more meaningful and 61% still believe in finding the ‘one’.
“eHarmony brings a kind of digital serendipity to the process of finding love and we want to share that with as many people as we can,” concludes Nicole.
Client: eHarmony Australia
Production Company: Revolver/ Will O’Rourke
Writer/Director: The Glue Society’s Paul Bruty
Writer/Editor: The Glue Society’s Luke Crethar
Managing Director/ EP: Michael Ritchie
EP: Pip Smart
Producer: Alex Kember
DOP: Andrew Commis
Production Designer: Joanna Mae-Park
Post Production: The Glue Society Studios
Post Producer: Scott Stirling
Colourist: Christine Trodd
Music: Rumble Studios