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