Dating site eHarmony has unveiled a new TV-led brand campaign based on a concept of what it does best – matching singles with compatible people.
The campaign, the first with Sydney-based communications agency TASK2, moves away from eHarmony’s familiar testimonial ads to show a different side of the brand and introduce its new creative platform – better matches, better dates.
Taking the relationship journey back to where it begins, the new campaign brings viewers on a series of dates highlighting the frustrations that come with being matched with incompatible people, showing that eHarmony’s fine-tuned matching system leads to better quality dates.
Nicola Tiernan, Partner, TASK2, said: “We wanted to show a different side of eHarmony and highlight what it does best, which is helping people have great first dates through better matching.
“Dating should be fun; it’s about meeting new people, discovering common traits and exploring chemistry. But I think we’ve all got battle scars that come from bad dates that result from being poorly matched. We wanted to capture these moments in a lighthearted and humorous way and show people that there’s an alternative, and that’s eHarmony.”
The new campaign, which launched yesterday, includes a series of 30 and 15 second TVCs depicting four common bad date scenarios, like awkward dates and unsuitable matches.
Commenting on the move away from its well-known testimonial ads featuring real eHarmony members, Lynsey Tomkinson, senior marketing manager at eHarmony Australia said: “We were the first in the dating industry to put real members on TV, but after three years we felt it was time for a change. The market today is also very different. Online dating is so widely accepted by Australians nowadays that the challenge isn’t about persuading them to try it, rather it’s about showing them why eHarmony is the better choice.
“We’re really excited to be working with TASK2 on this campaign and want people to see how better matching leads to better dates. eHarmony is for people who are looking for something more genuine, and with 20 years of matchmaking experience and over 11,000 marriages in Australia alone there’s a reason we’re Australia’s most trusted online dating brand.”