eHarmony has built on its previously successful platform of 'better matches, better dates' in coming up with a new TVC campaign mirroring its predecessor's ethos.
The new series of TVCs humorously explore classic dating dilemmas, the first focusing on that sinking feeling of going on that same date over and over again and never being able to make the step to the second date.
Results from the previous set of four new-look spots were very pleasing, with TV response rates rising 51%. This subtle change of tack had its genesis in market research that said people saw eHarmony as just “too serious”.
“eHarmony isn’t a hook-up site. We’re for people who want something more meaningful. But along the way we’ve gained the “serious” label, which we needed to address,” said eHarmony's senior marketing manager for Australia Lynsey Tomkinson.
“This latest campaign captures the funny side of being mismatched on a date, while giving consumers an alternative that really works. eHarmony matches singles on compatible values, ambitions and personalities, which results in better dates.”
The adverts will begin running this month and will continue to tell their tale throughout the rest of the year.
“We are all unique and we’d like to believe there’s someone for everyone. Our new characters illustrate this in a humorous and relatable way while showing that with eHarmony you have a much better chance of finding a more compatible match,” said Kalido client service director Nicola Tiernan.
Credits
Client: eHarmony Australia
Creative agency: Kalido
Production: 8com
Director: Eddy Bell
Producer: Lib Kelly
