
Find Your Perfect Match
nzdating.com
Issue 2 | July 2008
Agency
Draft New Zealand
Creative Team
Rob Banks - Writer ;Tony Clewett - Art Director;Chris Hunter - Creative Director
Production Team
Nicola Walker - Finished Art
Other Credits
Bree Meyers - Account Director
Date
September 2006
Background
nzdating.com is New Zealand’s most popular online dating website.The key message they wanted to get across was that registering with them would significantly improve your chances of meeting your ideal partner.
Idea
The odds of being in the right place at the right time to meet Mr or Mrs Right are fairly remote. To demonstrate this, Draft New Zealand took the headline ‘Find your perfect match’, tore it in half and placed it on the backs of buses circling inner city Auckland. Every now and again, the buses’ back ends would be in the right place at the right time - and the slightly cryptic message would suddenly make sense. The takeout is that those seeking love needn’t leave it all to luck.
Results
While it’s impossible directly to correlate results from a bus back campaign, according to analyst Hitwise, nzdating was the country’s 14th most visited website in September 2006 (the month of the campaign).
Target Audience
Over 18-year-olds based in Auckland
Size
One month campaign on Auckland central city loop routes
Our Thoughts
This is one of those ‘slow-burn’ ideas. When we first saw it, we though ‘nahhh’. But it stuck in the mind. You don’t have to see the two buses together to get the message. In fact, the rarity of that happening is what communicates how difficult it can be to find a partner - unless you have help.