For many years RSVP was Australia’s largest and most trusted online dating website. Then, with the evolution of smartphones, the category changed with the introduction of app-based dating solutions including Tinder.
Our challenge was to promote the superior matching abilities of RSVP, along with its large database of quality Australian singles.
We needed to do this in a way that evolved the brand’s personality yet stayed true to its core user base.
We launched a refreshed brand idea with the new ‘Find a Keeper’ line as part of a major integrated campaign.
We created an integrated campaign including two 30 second TVCs that used free-to-air and subscription TV, supported by a digital campaign.
Our 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.
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.”
The new campaign drove a 200% increase in new user registration compared to the pre-launch period. That growth was achieved on half of the media spend of the previous phase.