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

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.

eharmonyThe 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.

“This new campaign is designed to bring that vision to life for Aussie singles in a unique way.”

Paul Bruty, The Glue Society film and project director, said that the campaign had been devised to push back against the gamification of dating.

“Within the dating landscape, the category appeared to have moved toward gamification and short-term hook-ups, and the advertising tended to be really rational, despite the emotional nature of the subject matter,” Bruty said.

“We wanted the films to tap into the deeper emotions around finding love while demonstrating eHarmony’s unique ability to bring people together that ‘click’. That moment when you just ‘know’ – not just physically, but on a deeper level – is the holy grail of dating, it’s the spark.”

McInnes said the online dating culture had changed into something many people were not seeking.

“The dating culture in Australia has transformed into something that glamorises swiping people in or out of your life, and somewhere along the way it’s become uncool to admit that you want something more,” she said.

The two ads, which will run on free-to-air and subscription TV, invite viewers to ‘See the Spark’ and to ‘Feel the Spark’.


  • Client: eHarmony Australia
  • Production Company: Revolver/ Will O’Rourke
  • Writer/Director: The Glue Society’s Paul Bruty
  • Writer/Editor: The Glue Society’s Luke Crethar
  • Managing Director/ EP: Michael Ritchie
  • EP: Pip Smart
  • Producer: Alex Kember
  • DOP: Andrew Commis
  • Production Designer: Joanna Mae-Park
  • Post Production: The Glue Society Studios
  • Post Producer: Scott Stirling
  • Colourist: Christine Trodd
  • Music: Rumble Studios
  • Media: OMD

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