eHarmony fights gamification with focus on ‘holy grail of dating’

October 5, 2016 10:21

After a local and global management reshuffle, relationship brand eHarmony has launched a new campaign repositioning the website as the place ‘to find your spark’, pushing back against the “gamification” of the online dating industry.

The campaign, based around two TVCs by The Glue Society, centres on the magic that happens when two like-minded souls meet and highlights the way in which eHarmony’s technology has been helping Australians connect.

Nicole McInnes, marketing director for eHarmony Australia – who joined from Pandora Radio earlier this year, said the new approach to the brand was designed to show how using the site had changed the lives of thousands of people for the better.

“eHarmony is one of those rare companies that has leveraged technology to connect people in a way that genuinely enhances their lives,” McInnes said.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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2 COMMENTS

Don Juan 6 Oct 16

Haha! EHarmony thinks by taking the high road they can rise above the Tinders of the world and offer something ‘unique’ The fact is people don’t value relationships in the way eHarmony would like you to. Most relationships are throw away and for a good reason.

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Con 8 Oct 16

Such conventional thinking. What a total waste of money.

Honest to god.

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