RSVP invites 20-somethings to ‘kiss someone every day’ in new campaign via MercerBell

RSVP is inviting people to give their thumbs a rest and ‘pull their finger out’ to experience fun dating on their mobile in a new campaign launching this week, created by MercerBell.

The campaign targets 20-something daters who aren’t quite ready for the white picket fence but want more than a casual hook-up.

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Says Melanie Dudgeon, RSVP marketing director: “These daters are looking for fun. But they also want attraction that’s more than skin deep, attraction that’s based on more than a photo and a split-second ‘hot or not’ decision. And that’s where the mobile app from RSVP can help.

“We wanted an ad that expressed to daters the benefits of using Australia’s No.1 Dating Site on their mobile. And MercerBell captured this perfectly: more fun!”

The new campaign goes live across both pre-roll video and national TV with separate executions for each channel. ‘Pull your finger out’ will run exclusively as pre-roll video spots showing daters monotonously sorting through potential matches with their thumb, swiping left for ‘no’ and right for ‘yes’, before encouraging viewers to give their thumb a rest and explore RSVP instead.  

A separate execution titled ‘Kiss Someone Everyday’ is scheduled to run on national TV and is a fun, feel-good 15 second spot showing people taking selfies on their mobile phones while blowing kisses.  

Says David Bell, MercerBell executive creative director: “These executions capture a little bit of zeitgeist in order to convince people that you can have the best of both worlds when you date through RSVP.”

The work coincides with RSVP’s revamped mobile app, available for download since the beginning of May. The new app has a fresh new design aimed at providing users with a faster and more enjoyable mobile experience.

Client: RSVP

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