The promotion, done-by Wieden + Kennedy, most takes a hard look at the downfalls away from matchmaking today
If you would questioned me personally recently easily try interested in things OkCupid needed to render, I would personally respond to having an effective resounding “no.” I am definitely not the web based relationships expert of work environment and you can based on my restricted experience additionally the reports from nearest and dearest and you can colleagues, the outcome away from dating often vary from downright awful so you’re able to “meh.”
That is why OkCupid totally shocked and you can happy me to the launch of their the fresh new campaign. The campaign uses brilliant, fun, both somewhat surreal photo and prominently provides the fresh new phrase “DTF”, and make such advertisements provocative and difficult to ignore. The good thing? OkCupid reimagines that F term having the fresh new sentences you to definitely replace the definition to help you energizing options for example “as a result of feel fabulous” or “down seriously to flea industry.”
About certified OkCupid weblog, they give an explanation for motivation into the strategy saying, “some thing needs to change, due to the fact challenge with sentences particularly DTF is the fact too many anyone, particularly female, cannot take pleasure in practical question and/or framework. Into the a recently available poll away from sixty,000 OkCupid users, almost 80% of women told you there’s extreme emphasis on being DTF into the matchmaking today.” The new campaign contact this discontentment towards the ideal connect-up programs having jokes and you may fun. Capped out-of on the tagline, “Matchmaking Is worth Ideal,” it promotion moves this new complete to your lead when it comes to societal awareness and you can sculpture out an original voice towards the brand name.
Copywriter Ian Hart offers his position behind this new campaign. “As soon as we state relationships is definitely worth finest, what we have been really saying is actually individuals who day deserve finest. Continue reading