Marketing News: EHarmony to launch campaign featuring real-life singles

By June 30, 2011 News No Comments

 

EHarmony to launch campaign featuring real-life singles

 

 

 

EHarmony, the dating website, is switching its focus from real-life couples to singles in its latest advertising campaign.

 

The multimillion-pound campaign, which begins tomorrow (30 June), features real-life single members talking about their experiences of using the service.

 

The ‘It begins with you’ campaign features a TV ad, created by DonatWald+Haque, showing members talking directly to camera about their motivations for using the service and their experience of meeting other members.

 

The ad, which breaks  on Channel 4, Channel Five and digital channels, marks a change in direction from previous creatives, which have focussed on couples who have got together using the site.

 

It will be supported by outdoor and digital activity.

 

PHD bought the offline media for the campaign, which is the first campaign it has planned for eHarmony since it was appointed to the £7m account earlier this year. Essense bought and planned the online media.

 

Ottokar Rosenberger, UK country manager at eHarmony, said: “These members are our brand advocates and their experiences of using eHarmony are authentic. They share how the eHarmony process has worked for them as an individual and the emotions that they feel at every stage, which is truly captivating.”

 

Eharmony launched in the UK in 2008 and claims to have 1.5 million UK members.

 

This should be very interesting indeed.

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