Online dating app eHarmony has freshened up its old-school success couples ads for its latest cross-channel brand campaign.
A number of years ago interviews between couples who had met on the platform were all the rage for the dating up. But now they’re back.
“We wanted to share our success and prove eHarmony works,” Lynsey Tomkinson, senior marketing manager at eHarmony told B&T.
“Success couples are our most influential brand ambassadors. And we wanted to have them to actually talk about their stories and experiences.”
This time around, eHarmony is focusing more on the quirky titbits behind the couples’ rather than the overarching story.
The campaign was created by production and creative agency Kalido, with media by OMD.
“The new ads celebrate each couple’s unique story, which is built on milestones that happen in between all the big and predictable stages like marriage and kids,” said Joel Norton, CEO of Kalido.
“Quirky and intimate moments like your first date or when you knew it was something special show that a relationship is just as much about the journey as it is the destination.
“We want to show that the fun and chemistry continues to grow throughout a relationship when two people are truly compatible, even beyond the conventional ‘happily ever after’ ending.”
Check out the ad below.
The campaign is going to be cross-channel, but Tomkinson admitted TV is still the dominant medium for the online dating platform.
There’s no shortage of dating apps on the market, however Tomkinson has previously said they don’t consider the likes of Tinder and Happn as competition.
eHarmony is not a free dating service, as many of others are, and it’s one reason Tomkinson said they wanted to re-launch the success couples.
“It’s testament to the fact that eHarmony works, and that is our strategy behind launching it.”