Guardian Soulmates – dating with a two track mind
FIRST BASE:
Our brief was to make people see the Guardian’s dating site Soulmates in a new light – by highlighting what makes it different to all the rest.
SECOND BASE
Our strategy was to communicate the distinctive Guardian-ness of Soulmates. So that our audience could see there was a middle ground between regrettable hook-ups and data driven matchmaking. A place where intellect was valued as much as looks.
THIRD BASE
Our campaign demonstrated that there could be a meeting of minds as well as bodies. We used a shock tactic that was quintessentially Guardian. Taking deliberately provocative innuendoes but then using The Guardian’s gift with words to make them shockingly innocent.
HOME RUN:
The campaign was a real turn on. Sign ups increased by an impressive 58% within the first month. Unaided brand recall improved by 27%, whereas aided brand recall improved by 48%. And share of voice increased by 34%. You could say we got their numbers.
