EHarmony revives testimonial TV format with a new campaign.
EHarmony has launched a new-look campaign starring couples matched on the platform.
The campaign, by Kalido, takes a new approach to the treatment and storytelling of testimonial advertising, while retaining key elements from the original creative including real couples and unscripted dialogue.
It features success couples sharing the mini milestones that capture their relationship. EHarmony's last campaign, launched in November of last year, showed a satirical awkward mismatched date.
EHarmony senior marketing manager Lynsey Tomkinson says the testimonial-style ads are being revisited due to their success with audiences.
“The testimonial concept has always performed well on TV because it creates a strong emotional connection with audiences and seals the deal that eHarmony really works.”
AdNews previously spoke with Tomkinson about the dating company's reliance on data pools and personalisation. Read more here.
Kalido CEO Joel Norton says the new campaign moves away from the traditional relationship narrative by putting a lens on each couple’s unique story.
“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. 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.
Launched yesterday, the new success couple campaign consists of TV commercials, digital and social media elements.
Credits:
Client: eHarmony Australia
Creative agency: Kalido
Production: Kalido
Media: OMD
