eHarmony.com.au, the relationship site that introduced compatibility based matching to Australia, is set to launch a new multi-‐million dollar marketing campaign which will take the brand in a fresh new direction on 2nd October.
The campaign, entitled “It starts with you”, will be driven by TV creative developed by Sydney advertising agency, The Hallway. It will be the first locally produced television ad for the brand and will focus on real, single members of eHarmony sharing their experiences and motivations for using the service. Centering the campaign on the journey experienced by singles during their time on the site is another first for eHarmony; their previous campaigns have traditionally focused on the end result, featuring established couples who met on the site.
The four TV ads each feature a single eHarmony member talking direct to camera, filmed using a White Cyc studio backdrop, which concentrates the viewer’s attention wholly on the eHarmony member and his or her commentary.
The TVCs will launch on Sunday 2nd October across Channels Seven, Nine and Ten, Pay TV and digital channels. eHarmony Country Manager for Australia, Jason Chuck, comments on the new direction for the brand:
“The path that people take in their search for love can often be as rewarding as the end result. Our core goal of helping people find loving, committed relationships will remain unchanged during this campaign, but we also wanted to share the many great experiences that can be had while looking for that. Whether you meet your soul mate, find a new friend or simply discover something you never knew about yourself, the eHarmony experience is an enjoyable and enriching one.”
He continues: “We are the first dating site in Australia to put real members in front of the camera. These people are our brand advocates and their experiences using eHarmony are not only authentic, but interesting and relatable.”
At the same time, eHarmony is launching a new website home page featuring the members from the TV campaign, whilst using flip book technology to help navigate people through the eHarmony process and the benefits of its Compatibility Matching SystemTM. The home page will also feature video thumbnails of eHarmony members talking about their dating experiences.
The integrated campaign also combines digital media buys across Facebook, Google and various display ad networks planned and bought by media agency OMD, as well as both desktop and mobile search campaigns developed by Downstream Marketing.
Jason Chuck comments: “Our aim was to create a holistic and integrated marketing campaign that resonates with today’s media-‐savvy consumers, and helps promote eHarmony’s key points of difference to singles looking for a great, long-‐term relationship.”