Online match-maker, eHarmony.com.au, is set to launch a new multi-million dollar integrated marketing campaign to redirect and refresh the brand.
Created by The Hallway, the 'It starts with you' campaign will be driven by TV and will focus on real single members of eHarmony sharing their experiences and motivations for using the service. The campaign will centre on the journeys experienced by singles during their time on the site, rather than established 'success story' couples, which has previously been a focus for the company's advertising.
The TVCs, which are the first locally produced TV ads for the brand, will launch on Sunday across channels Seven, Nine and Ten, pay TV and digital channels.
The brand is also launching a new website home page featuring members from the TV campaign, whilst using flip book technology to help navigate people through the eHarmony process. The home page will also feature video thumbnails of eHarmony members talking about their dating experiences.
The campaign combines digital media buys across Facebook, Google and various display ad networks, as well as desktop and mobile search campaigns.
Jason Chuck, eHarmony country manager for Australia, said: "Our aim was to create a holistic and integrated marketing campaign that resonates with today's media-savvy consumers, and helps promote eHarmony's key points of difference."
Credits: client eHarmony, creative agency The Hallway, media agency OMD, search agency Downstream Marketing.