Dating is all about trying to find that special someone, and Core's new integrated campaign for RSVP reflects that search: how to 'Find A Keeper'.
That is the new tagline for the site's new brand idea, which has been put together with humour to the forefront. The aim is to use that levity to leverage brand truths, and to highlight special features that demonstrate how matches become real dates.
Two 30-second TVCs, complete with 15-second cutdowns, were launched on both subscription and free-to-air channels on 13 September. These are backed by a complementary digital campaign.
“The category is highly competitive and evolving, but after 18 years RSVP remains the most trusted brand for those looking for meaningful dates," said Core creative partner Christian Finucane.
“The refreshed brand, ‘Find a Keeper’ tagline and new campaign reflects the changing way people are choosing to meet people and the spots highlight the everyday situations that are relatable to anyone who has been in the dating game," he added.
RSVP appointed Core following a pitch in June, with the agency being asked to make the brand more appealing and accessible to a younger audience who are looking for fun as well as long-term relationships.
“RSVP is homegrown, modern, and captures the excitement of dating. The campaign highlights that singles have fun on RSVP, while still making genuine connections, all with an Aussie sense of humour," said RSVP's senior marketing manager Lara Delahunty.
Credits
Client: RSVP
CEO: Dave Heysen
Snr Marketing Manager: Lara Delahunty
Partnerships & Events Manager: Renee Dowling
Creative Agency: Core
Creative Partners: Christian Finucane, Jon Skinner
Producer: David Steindl
Copywriters: Anthony Ortuso, Zander Williment
Art Director: Jari Kennedy, William Maitland
Head of Planning: Kirsty Angus
Account Manager: Lucy Almond
Production Company: Filmgraphics Entertainment
Director: Ariel Martin
Producer: Tracy Lee-Purmall
Audio Post: Sound Reservoir
