eHarmony has jumped onto RSVP’s old platform.

…which, to be honest, with its personality quiz matching model, eHarmony is perhaps better equipped to own.

The problem inherent in online dating is, as RSVP noted in the title of its 2012 campaign, groundhog dating.

…aka, treadmill dating…

eHarmony expresses it like this in its latest conversation in eH Advice: “Ever feel like you’re going on the same date over and over again, only with different people? You know the one – where Mr. Looks-Good-on-Paper or Ms. Talk-A-Lot is probably a really nice person, but after making awkward chitchat over cocktails it becomes painfully clear that there will be no second date?”

And it is now the premise of eHarmony’s four-part 2015 campaign, while RSVP’s 2015 campaign, Find a Keeper, focuses on ensuring daters find a long-term relationship.

Lynsey Tomkinson, eHarmony’s senior marketing manager noted, “This latest campaign captures the funny side of being mismatched on a date, while giving singles an alternative that really works. eHarmony matches users on compatible values, ambitions and personalities, which results in better dates.”

Mismatched dates are unceasingly entertaining. Everyone has been on one, whether through online, blind or traditional dating. RSVP has let go of this asset. eHarmony has, wisely, picked it up.

Creative credits:

Client: eHarmony Australia
Creative agency: Kalido
Production company: 8com
Director: Eddy Bell
Producer: Lib Kelly