eHarmony highlights the perils of dodgy dating in TV ads.
Online dating site eHarmony has pivoted away from real-life testimonials in a new campaign which highlights how badly dates can go – if you're not on eHarmony, that is.
The new campaign, which launched yesterday, includes a series of 30 and 15-second television commercials depicting four bad date scenarios.
Senior marketing manager at eHarmony Lynsey Tomkinson said the change in direction was more about convincing people to use eHarmony, rather than convincing them about online dating in general.
“We were the first in the dating industry to put real members on TV, but after three years we felt it was time for a change. The market today is also very different,” Tomkinson said.
“Online dating is so widely accepted by Australians nowadays that the challenge isn’t about persuading them to try it, rather it’s about showing them why eHarmony is the better choice.”
eHarmony will also be responsible for a 'date doctor', who will be in attendance at selected Moonlight Cinema screenings in Sydney's Centennial Park to give away freebies to help enhance date nights.
The doctor will be in session on the following dates:
Tuesday, 24 February – The Theory of Everything
Thursday, 26 February – Taken 3
Wednesday, 4 March – Unbroken
Friday, 6 March – The Imitation Game
Sunday, 8 March – The Theory of Everything
Thursday, 12 March – The Breakfast Club
Credits
Client: eHarmony Australia
Creative agency: TASK2
Production: In The Thicket
Director: Leigh Richards
Producer: Annette Morris
