Australia’s leading and most trusted online dating site has launched a refreshed brand idea and a new ‘Find a Keeper’ tagline as part of a major new integrated campaign created by Sydney independent advertising agency Core. Core, which was appointed to lead the RSVP creative business in June following a pitch, was tasked with contemporising the brand to appeal to a younger audience who want to have fun dating, but equally want to meet like-minded people who are interested in getting into a relationship.
Two 30 second TVCs with 15 second cut-downs will launch across free-to-air and subscription TV this Sunday and are supported by a digital campaign.
Core’s ideas use humour to leverage brand truths and dial up specific product features that illustrate the depth of human connections with real matches to real dates.
Christian Finucane, Creative Partner at Core said:
“The category is highly competitive and evolving, but after 18 years RSVP remains the most trusted brand for those looking for meaningful dates. The refreshed brand, ‘Find a Keeper’ tagline and new campaign reflects the changing way people are choosing to meet people and the spots highlight the everyday situations that are relatable to anyone who has been in the dating game.”
Lara Delahunty, Senior Marketing Manager at RSVP said:
“RSVP is home-grown, modern, and captures the excitement of dating. The campaign highlights that singles have fun on RSVP, while still making genuine connections, all with an Aussie sense of humour.”
CEO: Dave Heysen
Snr Marketing Manager: Lara Delahunty
Partnerships & Events Manager: Renee Dowling
Creative Partners: Christian Finucane, Jon Skinner
Agency: The Core Agency
Producer: David Steindl
Copywriters: Anthony Ortuso, Zander Williment
Art Director: Jari Kennedy, William Maitland
Head of Planning: Kirsty Angus
Account Manager: Lucy Almond
Production Company: Filmgraphics
Entertainment Director: Ariel Martin
Producer: Tracy Lee-Purmall
Audio Post: Sound Reservoir