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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.

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