EHarmony launches first ever UK-produced campaign
EHarmony is launching its first ever marketing campaign produced in the UK as it steps up efforts to take on its rivals in the busy post Christmas dating season.
The £1m campaign, which launches on Boxing Day, is aimed at UK singles who are looking for life partners.
EHarmony says its “relationship” science, matching algorithms and focus on long-term relationships are factors that set it apart from other dating sites, which are more focused on the dating aspect.
The campaign, which will feature on TV, social media, outdoor and through PR, is the first created by creative agency Karmarama, which was appointed in September to help give the US-based brand a more local feel.
TV creative will feature a single girl going about her day-to-day activities. At the end she is pictured with her eHarmony partner, while a voiceover says: “Being single can be amazing, so if you’re going to give it up, it has to be for someone who makes being a couple the best thing in the world”.
EHarmony’s UK home page is also being revamped in a bid to make the brand more appealing to UK consumers.
UK country manager Ottokar Rosenberger says: “[The company] now has a real focus on growing in the UK market, which is why we have tailored our marketing to be truly local to this territory.”
EHarmony has attracted 2 million UK users since its launch in the territory in 2008, Rosenberger adds.
It is the tenth most visited dating site in the UK, according to comScore data from September, which said 120,000 uniques visited the site, although this compares the brand with free services. Its biggest paid-for competitor is Match, which attracted 698,000 unique visitors across its range of sites in the period.