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2012 BRONZE INTERNET & TELECOM
UNITED STATES
Zoosk Online dating, your way.
RAN IN: United States
CLIENT
Zoosk
Jeff Titterton - VP, Mktg. Jane Barrett - Director, International Offline Mktg. Stacey Finkel - Director, Offline Mktg.
Robert Morris - Executive Director Melissa DeLay - Acct. Director Lindsey Fischbach - Producer Dave Galligos - Group Creative Director Katie Harris - Acct. Manager John Spalding - Creative Director
OgilvyOne Worldwide
Mickey Nall - Managing Director
Off the Leash Insights
SUMMARY
The online dating category had long been dominated by two huge players: Match.com and eHarmony. In 2010, dating site Zoosk had aspirations on becoming the third. With only 15% awareness, and nearly a dozen competitors with the same goal, this was a huge task. Identifying that not everybody is looking for the one an unmet need in the category the agency created a campaign that gave Zoosk the positioning it lacked. The campaign, Online dating, your way, drove awareness and subscription rates through the roof.
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CASE VIDEO
Hero Medium: TV
Medium Featured On Video: TV, Interactive, Print, OOH