RSVP takes on Tinder with ‘pull your finger out’ campaign

RSVP is targeting dating app Tinder in a new campaign inviting people to “give their thumbs a rest” and experience “fun dating” on their mobile using the revamped RSVP app.

Created by MercerBell, the campaign targets “20-something daters who aren’t quite ready for the white picket fence but want more than a casual hook up”.

“These daters are looking for fun,” says RSVP marketing director Melanie Dudgeon. “But they also want attraction that’s more than skin deep, attraction that’s based on more than a photo and a split-second ‘hot or not’ decision. And that’s where the mobile app from RSVP can help.

“We wanted an ad that expressed to daters the benefits of using Australia’s No.1 Dating Site on their mobile. And MercerBell captured this perfectly: more fun!”

Rolling out across both pre-roll video and national TV, the ‘pull your finger out’ execution will run exclusively as pre-roll video spots while the ‘Kiss Someone Everyday’ is scheduled to run on national TV and shows people taking selfies on their mobile phone while blowing kisses.

MercerBell executive creative director David Bell said: “These executions capture a little bit of zeitgeist in order to convince people that you can have the best of both worlds when you date through RSVP.”

The work coincides with RSVP’s revamped mobile app, available for download since the beginning of May. 

Client: RSVP

  • Glenis Carroll, General Manager
  • Melanie Dudgeon, Marketing Director
  • Lara Delahunty, Marketing Executive

Creative Agency: MercerBell

  • David Bell, Executive Creative Director
  • Liz Kain & Sophia East, Copywriters
  • Mike Nikotin & Josh Lobo, Art Directors
  • Tim Barrett, Senior Account Manager

Production: In the Thicket

  • Philip Sage, Director
  • Marcus Butler, Producer
  • Stephan Renard, Executive Producer

Media Agency: Carat

  • Bianca Falloon, Group Business Director
  • Jonathon Quirk, Digital Business Director
  • Chi An Chau, Senior Business Executive
  • Chanel Cummings, Digital Executive
  • Eliza Breusch, Business Executive
  • Vesa-Matti Liukku, Cient Performance Director (Columbus)

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