eHarmony Launches “Real Love” Marketing Campaign
Contributed by: kellyseal on Wednesday, December 09 2020 @ 09:37 am
Last modified on Wednesday, May 24 2023 @ 12:02 pm
Online dating service eHarmony announced the launch of its new “Real Love” ad campaign, featuring candid moments of couples finding love in everyday, real life scenarios that will be broadcast on key media outlets across the U.S., U.K. and Australia.
There will be a total of seven ads according to the company’s press release, with the first three launching immediately.
Each ad is a different scenario of love blossoming, the first of two women laughing after trying a new recipe that doesn’t taste so good, which leads to sharing a carton of ice cream and cozying up on the couch. Another features a young woman on eHarmony’s app who is messaging and sharing silly photos of herself with a love interest, with the narrator explaining that real love is “letting someone see every side of you” and “knowing you could be yourself.” The third ad shows a man surprising his date with a romantic setting of glowing red lanterns lining a patio, with a narrator saying “real love is making moments that last forever.”
This campaign marks a turn from eHarmony’s previous focus on matching people based on shared values and emotional connection to a more spontaneous indicator of attraction: sexual chemistry, something that many daters look to before deciding whether or not to continue dating someone.
Each ad ends with the tagline that someone finds love on eHarmony every 14 minutes, which is also noted on the company’s website.
eHarmony said in its press release that the campaign is also meant to bring attention to the app’s new video date service. One of the ads shows a couple on a virtual date, with one encouraging the other to try pineapple pizza for the first time.
This campaign marks an acknowledgment of the challenges of finding love during a pandemic when it’s so difficult to meet new people in person. eHarmony wants to provide a message of hope for singles that they can find love even during this time.
Romain Bertrand, VP International at eHarmony comments: “The launch of our new Real Love ad suite pays testament to our brand’s core aim: helping singles to find real love of the most compatible kind: unfiltered, unedited and wholly authentic.”
He goes on to say: “Our latest adverts aim to bring hope – in a time when our daily lives are disrupted – and remind singles all over the world that love can still prosper. At eHarmony, we recently launched Video Date to help singles on their journey to find love in a safe and creative way.