Third City eharmony | The Odds Of Love
A clever probability model, a famous face and a strategic partnership brought to life dating app eharmony’s point of difference
Shakespeare said that the course of true love never did run smooth; for eharmony, we set out to prove just that and how by using the service, with its unique matching algorithm, you can dramatically stack the odds of finding ‘the one’ in your favour.
Working with eharmony data scientists, experts from University of Bath and celebrity mathematician Rachel Riley, we calculated that singletons have a one in 562 chance of finding love on any given day. This was based on 18 key factors, such as desired age and physical attractiveness, which impact on the number of romantic options available to singles; and that by using eharmony’s compatibility matching system these odds are dramatically reduced.
We launched with a media relations push bringing together a number of assets to target different media homes. A broadcast day saw Rachel Riley conduct eight hours of back-to-back interviews, plus creative photography, a short video where she explains the odds calculation and a series of guest blogs were seeded across digital. Finally, an out of home element saw artisan cafes around London stocking limited edition cups displaying the odds of finding love in a coffee shop queue.
The campaign also drove a 10% boost in prompted brand awareness and a 21% increase in consideration.
About Third City
We are an award-winning PR and digital comms agency, one of the fastest growing independents in the UK. Known for combining high-level creativity and consultancy, our culturally-relevant campaigns change how consumers think, feel, behave and buy. We offer clients access to a collective of leading thinkers and content producers through our Third Citizens network.
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