eHarmony brings romantic spark to life in new integrated campaign directed by The Glue Society

eHarmony is bringing the elusive ‘spark’ to life in its new integrated TV campaign that launches today directed by The Glue Society and produced by Revolver/Will O’Rourke.

The ads are part of a broader brand evolution for the country’s most trusted dating service, which has recently experienced leadership changes both in Australia and globally.

Says Nicole McInnes, marketing manager, eHarmony Australia: “eHarmony is one of those rare companies that has leveraged technology to connect people in a way that genuinely enhances their lives. This new campaign is designed to bring that vision to life for Aussie singles in a unique way.

VIEW THE ‘SEE THE SPARK’ SPOT

VIEW THE ‘FEEL THE SPARK’ SPOT

“As a company, we’ve always stood for love; we’ve been studying it for decades and live for that moment when two people connect in a way that changes their lives for the better. This campaign celebrates those moments and shows that eHarmony can help make them happen.”

Says Paul Bruty, The Glue Society: “Within the dating landscape, the category appeared to have moved toward gamification and short-term hookups, and the advertising tended to be really rational, despite the emotional nature of the subject matter.

“We wanted the films to tap into the deeper emotions around finding love while demonstrating eHarmony’s unique ability to bring people together that ‘click’. That moment when you just ‘know’ – not just physically, but on a deeper level – is the holy grail of dating. It’s the spark.”

The new campaign features two 30 and two 15 second TVCs that will appear on national free-to-air and pay TV, and extends to below the line initiatives including digital, social and PR.

Says McInnes: “This campaign extends beyond TV ads and is the first step in our new brand positioning that’s designed to put the focus back on people and love.

“The dating culture in Australia has transformed into something that glamorises swiping people in or out of your life, and somewhere along the way it’s become uncool to admit that you want something more. But our research tells us that 65% of Australian singles do want something more meaningful and 61% still believe in finding the ‘one’.

“eHarmony brings a kind of digital serendipity to the process of finding love and we want to share that with as many people as we can.”

Client: eHarmony Australia

Media: OMD