eHarmony Brings Back Success Couples For Latest Brand Push

eHarmony Brings Back Success Couples For Latest Brand Push
SHARE
THIS



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.”

Please login with linkedin to comment

Advertising Standards Bureau Austereo Chris Taylor Harper’s BAZAAR Nutri-Grain

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]