Couples share stories and milestones in eHarmony’s new-look campaign via Kalido
Australian dating site, eHarmony, is reviving its popular testimonial TVC format in a new-look campaign via Kalido, starring couples matched on the platform.
A fresh spin on a proven concept, the campaign takes a new approach to the treatment and storytelling, while retaining key elements from the original creative like using real couples, unscripted dialogue and simple pieces to camera.
Lynsey Tomkinson, senior marketing manager, eHarmony, says the testimonial-style ads are being revisited due to their success with audiences.
Says Tomkinson: “The testimonial concept has always performed well on TV because it creates a strong emotional connection with audiences and seals the deal that eHarmony really works.
“Having our biggest influencers – real people who found success on eHarmony – share their story allows us to show that eHarmony’s compatibility-based matching is the better choice for singles looking for a meaningful relationship in a powerful and relatable way.”
Developed by creative and digital services agency Kalido, the campaign features eHarmony success couples sharing the mini milestones that capture their relationship.
Joel Norton, Kalido CEO, says the new campaign moves away from the traditional relationship narrative by putting a lens on each couple’s unique story.
Says Norton: “The new ads celebrate each couple’s unique story, which is built on milestones that happen in between all the big and predictable stages like marriage and kids. Quirky and intimate moments like your first date or when you knew it was something special show that a relationship is just as much about the journey as it is the destination.
“We want to show that the fun and chemistry continues to grow throughout a relationship when two people are truly compatible, even beyond the conventional ‘happily ever after’ ending.”
The new success couple campaign consists of TVCs, digital and social media elements.
Client: eHarmony Australia
Creative agency: Kalido
Production: Kalido
Media: OMD
4 Comments
Terrible!
The usual crap. Nothing to see here. Move on.
Utterly, dreadful dross.
I think the ad shows how much fun we had that day. Congratulations on a short, sharp but most importantly friendly ad.