Online dating site eHarmony is launching an integrated marketing campaign to mark the tradition of female proposals on leap years.
The ‘Leap of Faith’ campaign shows a woman named Caroline popping the question to her unsuspecting partner Neal, who she met on the site.
The two 30 second ads, which will be shown tonight (29 February), were shot live with Neal believing he and Caroline are part of the background for a new eHarmony ad.
But the advert was a set-up, allowing cameras to capture Neal’s reaction as Caroline proposed, offering him a book with a picture of their baby holding a sign reading ‘Will you marry my mummy?”
The campaign launches with two 30-second creatives airing on Channel 4 at 8.28pm and 8.45pm during popular consumer affairs show ‘Supershoppers’. The first treatment showcases the build up to Caroline’s proposal and asks whether she’ll go ahead, the second features the proposal and suspense around Neal’s answer.
A 30 second summary edit will air across 30 TV channels from 8:50pm until midnight, supported with paid social media, programmatic display activity and additional video content across all platforms including mobile.
In addition, eHarmony will utilise new TV scheduling platform Utelly to re-target viewers with display ads in an attempt to further align and maximise digital and broadcast marketing spend and activity.
Romain Bertrand, country manager at eHarmony.co.uk, said: “Our existing ‘Brains behind the butterflies’ campaign focuses on highlighting eHarmony’s point of difference – our better matching expertise. Utilising a topical event and our own insights, we’ve used Leap Year to build on our current ATL creatives, demonstrating our USP by using real people and genuine relationships, with the focus on authentic storytelling.”
‘Leap of Faith’ was created by production company Toast TV, directed by John Gradwell, with media buying delivered by PHD and The Specialist Works, with communications delivered by Third City.