eHarmony Campaign Wants Singles To Send Valentine’s Day Cards To Their Crush

eHarmony Campaign Wants Singles To Send Valentine’s Day Cards To Their Crush
SHARE
THIS



eHarmony, has released its Valentine’s Day campaign, Be My Valentine, to encourage singles to rediscover the romantic spark that Valentine’s Day can bring.

Following the release of a TVC late last year, designed to bring the elusive ‘spark’ to life, the roll out of Be My Valentine continues the brand’s mission to put the focus back on people and love.

Despite Valentine’s Day’s historic roots as a day to spark new romance, only 13 per cent of singles plan to celebrate the romantic day with a significant other. The online survey commissioned by eHarmony also found nearly half of Aussie singles (44 per cent) have never received a Valentine’s Day card and nearly a third (31 per cent) have not held a card from ‘cupid’ in over a decade, suggesting the most romantic day on the calendar is as good as dead.

eHarmony responded to the research by launching an integrated campaign, Be My Valentinedeveloped by OMD Australia in conjunction with WE Buchan which aims to put the ‘spark’ back into Valentine’s Day and encourage singles to reclaim the nation’s most romantic day from couples. The Be My Valentine campaign is supported by social and earned media activity, local area marketing and digital.

The campaign, calls on singles to go back to their childhood roots and send a valentine’s day card to their crush through the campaign microsite. eHarmony worked with children aged five to seven to design the Valentine cards which have been placed in Sydney’s hip cafés with Avant cards. The children also feature in a video talking about all things love, crushes and Valentine’s Day.

Managing director, Nicole McInnes, eHarmony said, “Traditionally, Valentine’s Day was an amnesty for singles to express their feelings and rely on safety in numbers. Yet our research shows the pure intention of the occasion has disappeared and the day has been taken over by couples. With our Be My Valentine site, we are enabling the rediscovery of how fun and simplistic the celebration can be for singles, taking it far from the pressures of overpriced flowers or booked out restaurants, and who better to remind us of how fun life can be than the beautiful and funny little people featured in our video.

“The campaign represents the time we’ve integrated PR, digital and social channels. Alongside our traditional media these relevant and entertaining moments of engagement with our audience will become increasingly important as we seek to enhance their lives. It is key to make the marketing that attracts singles to eHarmony in the first place, as good as a platform built to deliver happiness through deeply matched love,” added McInnes.

CREDITS

eHarmony Australia

Marketing Director: Nicole McInnes

Acquisition Marketing Manager: Stephanie Luk

Media Agency: OMD Australia

Head of Social, OMD Word: Thomas Hutley

Head of Fuse: Kristie Asciak

Account Director: Kate Sharkey

Account Executive: Kelly Rivera

 

Production: Now We Collide

DOP: Patrick Harris

Director/Producer:  Emma Roberson

Executive Producer: Ryan Bodger

Senior Producer: Nadine Spencer

 

PR Agency: WE Buchan

Account Director: Kyra Washington

Please login with linkedin to comment

Austereo MTV we buchan

Latest News

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”
  • Media

Federal Court Finds APN Outdoor/JCDecaux Acquisition “Legally Effective”

The Federal Court of Australia has given JCDecaux’s acquisition of APN Outdoor the green light. According to a release from APN Outdoor, the Federal Court of Australia has “approved the scheme of arrangement in relation to the JCDecaux transaction”. It adds: “APN Outdoor confirms that an office copy of the Court orders has been lodged with […]

WPP Scores Panadol’s Global Media Business
  • Advertising
  • Media

WPP Scores Panadol’s Global Media Business

GSK Consumer Healthcare has appointed WPP to support its global Panadol business, following a competitive pitch process. WPP will be responsible for creating integrated creative campaigns and content across advertising, digital, shopper and expert marketing, PR and communications for the global Panadol brand. The work will be delivered by a bespoke team led by CEO […]

Michelle Guthrie (Managing Director, ABC) at Radio Alive 2017
  • Media

Michelle Guthrie To Sue ABC

Former ABC managing director Michelle Guthrie is taking her ex-employer to court, according to several media sources. As reported in The Australian, Guthrie lodged papers with the Fair Work Commission earlier this week, citing unfair dismissal. Guthrie was fired half-way through her five-year term as managing director of the public broadcaster. The move follows news last week communications […]