Internet dating site RSVP has taken a swipe at the popular mobile app Tinder telling those looking for love to “pull your finger out” and to stop letting their thumb decide.
The MercerBell created campaign “targets 20-something daters who aren’t quite ready for the white picket fence but want more than a casual hook-up”.
The ad’s “don’t let your thumb decide” quip is directed at the Tinder application which lets users swipe-right to indicate an interest or left to turn them down, with the judging process predominantly based on looks.
Melanie Dudgeon, RSVP’s marketing director, said the audience RSVP are targeting are looking for fun.
“But they also want attraction that’s more than skin deep, attraction that’s based on more than a photo and a split-second ‘hot or not’ decision. And that’s where the mobile app from RSVP can help.
“We wanted an ad that expressed to daters the benefits of using Australia’s No.1 Dating Site on their mobile. And MercerBell captured this perfectly: more fun!”
The new campaign will run across pre-roll video and national TV with separate executions for each channel. ‘Pull your finger out’ will run exclusively as pre-roll video spots.
MercerBell executive creative director David Bell said: “These executions capture a little bit of zeitgeist in order to convince people that you can have the best of both worlds when you date through RSVP.”
A separate execution titled ‘Kiss Someone Everyday’ is scheduled to run on national TV and is a fun, feel-good 15 second spot showing people taking selfies on their mobile phones while blowing kisses.
CREDITS: Client: RSVP Glenis Carroll, General Manager Melanie Dudgeon, Marketing Director Lara Delahunty, Marketing Executive Creative Agency: MercerBell David Bell, Executive Creative Director Liz Kain & Sophia East, Copywriters Mike Nikotin & Josh Lobo, Art Directors Tim Barrett, Senior Account Manager Production: In the Thicket Philip Sage, Director Marcus Butler, Producer Stephan Renard, Executive Producer Media Agency: Carat Bianca Falloon, Group Business Director Jonathon Quirk, Digital Business Director Chi An Chau, Senior Business Executive Chanel Cummings, Digital Executive Eliza Breusch, Business Executive Vesa-Matti Liukku, Cient Performance Director (Columbus)mSound: Sound Reservoir
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