Mercerbell for Australia’s number one dating site, RSVP
A single woman experiences some challenging dating situations until she finally gets fed up, stomps to her computer and looks for her ideal man on RSVP, in a new campaign from MercerBell.
The campaign shows the main points of difference for RSVP – members can choose how they want to date through searches or matches as well as control how their profile is seen. The call to action is built into the storyline as the heroine sits down to the computer and the viewer can see her using the site’s key features.
View the spot below:
MercerBell’s Executive Creative Director, David Bell said the storyline incorporates a clear call to action without getting in the way of the idea. “We know a lot of people are using a second screen while they are watching TV, so we used the single heroine’s experience of the RSVP website to entice people on to see for themselves.”
MercerBell was recently appointed as RSVP’s communications agency after handling a number of projects, including a print campaign for the over-50s.
Glenis Carroll, RSVP General Manager said: “We were impressed with how MercerBell got to the heart of this brief and identified the key insight – that RSVP empowers people to be more choosy about who they date and through the heroine in the TVC, encourages them to regain control of their dating destiny.”
In a fun twist, Bell opened the creative challenge for the RSVP campaign to all creatives at the agency. The competition created not just a friendly rivalry but also ensured the agency looked at the business from many perspectives.
Bell said: “Whilst we have a female character in the TVC, we wanted to be sure the campaign appealed to a broad range of people.”
The TV campaign will be supported with online and press.
Glenis Carroll – RSVP General Manager
Melanie Dudgeon / Jayne Andrews – RSVP Marketing Director