eHarmony and RSVP slog it out on TV

RSVP’s new campaign, Find A Keeper, by Core carries the promise of a real and lasting relationship.

eHarmony’s new campaign by Kalido promises “better matches, better dates’.

Both are now doing so on TV in Australia at the same time, although eHarmony got a head start. Its four part campaign about awkward dates launched in February and is making an impressive statement about its results – “TV response rates rose by 51% compared to 12 weeks prior to the new campaign.”

Finding love using compatibility science has been eHarmony’s selling point since the site launched in Australia in 2007. This year, it shed its serious approach.

And now, both RSVP and eHarmony’s campaigns present the ‘lighter side of dating’, eHarmony using RSVP’s perils of bad dates idea from a few years back.

eHarmony’s first ad in its new campaign focusses, not on the one bad date that a mismatch causes but rather “presents a situation all too familiar to singles: the feeling of going on the same first date over and over, albeit with different people, and never moving on to a second date.” The ad is called Déjà Vu. It does, in fact, hit a bull’s-eye. Internet dating, real life dating, blind dating. The one pitfall they all share is “the feeling of going on the same first date over and over” until – one day (perhaps) persevering rewards.

This ad heads a series of 30 and 15 second TVCs depicting four new dating dilemmas.

Nicola Tiernan, client services director, Kalido, commented, “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.”

Credits:

Creative agency: Kalido

Production: 8com

Director: Eddy Bell

Producer: Lib Kelly