Aussie online dating site eHarmony and creative agency Kalido have unveiled the brand’s latest TVC campaign that captures the dating dilemmas that result from being poorly matched.
Finding love using compatibility science has been eHarmony’s selling point since launching in Australia in 2007, but market research showed the dating site had to shed its ‘too serious’ tag to better connect with an audience now flush with dating site options.
These research insights led to the launch earlier this year of eHarmony’s new creative platform ‘better matches, better dates’ and a four-part TVC campaign that showed the perils of bad dates due to incompatibility.
The new-look ads were so successful – TV response rates rose by 51 per cent compared to 12 weeks prior to the new campaign – that eHarmony has returned with a new iteration.
Lynsey Tomkinson, eHarmony Australia senior marketing manager, said: “eHarmony isn’t a hook-up site. We’re for people who want something more meaningful. But along the way we’ve gained the ‘serious’ label, which we needed to address.
“This latest campaign captures the funny side of being mismatched on a date, while giving consumers an alternative that really works. eHarmony matches singles on compatible values, ambitions and personalities, which results in better dates.”
The new campaign, which launched yesterday, includes a series of 30 and 15 second TVCs depicting four new dating dilemmas.
The first ad presents a situation all too familiar to singles: the feeling of going on the same first date over and over, albeit with different people, and never moving on to a second date.
Nicola Tiernan, client services director, Kalido, said: “We are all unique and we’d like to believe there’s someone for everyone. Our new characters illustrate this in a humorous and relatable way while showing that with eHarmony you have a much better chance of finding a more compatible match.”
The new campaign will appear on television starting in September and throughout 2015.
- Client: eHarmony Australia
- Creative agency: Kalido
- Production: 8com
- Director: Eddy Bell