RSVP has been called a “dating site” for a very long time. Core’s first work after winning the account in June zeroes in on RSVP’s other purpose – helping people to find a relationship.
It’s a subtle but important shift for the 18 year old business with rival, eHarmony, currently making much of its ability to fix mismatching – online dating’s weak point.
Core’s other aims were to update RSVP and give it a greater appeal to a younger audience who want both the fun of dating and the promise of finding a meaningful relationship.
Find a Keeper makes light of aspirational matching to create trust in RSVP.
“RSVP is home-grown, 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,” Lara Delahunty, senior marketing manager at RSVP, commented.
Christian Finucane, creative partner at Core noted, “The category is highly competitive and evolving, but after 18 years RSVP remains the most trusted brand for those looking for meaningful dates. The refreshed brand, Find a Keeper tagline and new campaign reflect 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.”
Two 30 second TVCs with 15 second cut-downs have launched across free-to-air and subscription TV, supported by a digital campaign.
Credits
Creative Agency: Core
Creative partners: Christian Finucane & Jon Skinner
Producer: David Steindl
Copywriters: Anthony Ortuso & Zander Williment
Art directors: 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
RSVP – ‘Find a keeper’ Cat from Core on Vimeo.
RSVP – ‘Find a keeper’ Wine from Core on Vimeo.
