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eHarmony is an online dating platform. The site has a USP: an algorithm-based Compatibility Matching System. The website is currently developing an application, seemingly to compete with younger dating apps such as Tinder or Bumble.
Campaign
The goal would be to push that eHarmony is fun, young, and local; while retaining eHarmony's core brand as a serious, effective dating service. We would attempt to engage 18-35 year olds, who may already be defaulting to Tinder/Bumble. To execute the proposition, we would use local podcasters as on-air talent to record spots on their shows, in a variety of market regions.
Podcast Spots:
I wrote three spots and employed the podcasting talents of Donovan Eyre and Arthur Brehm, the duo from the Cincinnati comedy/dating podcast Radio Free Tote Bag, to record them. The ads are intended to air within the duo's podcast, so they are intentionally performed more casually than a typical radio spot. Notes:
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The Forrest Spot relies upon a common bit used on the show (0:44), and would be identifiable to listeners.
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The Airhorn Spot uses an airhorn sound effect, as the noise is commonly used in the podcast to denote a dating "red flag."
Listen below:
Spot 1- Swiping RFTB Hosts
00:00 / 00:43
Spot 2- ForrestRFTB Hosts
00:00 / 00:57
Spot 3- AirhornRFTB Hosts
00:00 / 00:31
Spot Scripts
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