It starts with a kiss
RSVP online dating service
Issue 30 | March 2014
Agency
MercerBell
Creative Team
Executive Creative Director: David Bell Senior Art Director: Sarah Straker Senior Copywriter: Shelley Dodd
Production Team
Agency Producer: Baz Milas Director: Scott Otto Anderson Producer: Florence Tourbier Post Production: Method Sound, Rumble Studios
Other Credits
RSVP General Manager: Glenis Carroll RSVP Marketing Director: Jayne Andrews, Melanie Dudgeon Account Director: Chelsey Peace Senior Account Manager: Tim Barrett Senior Strategy Planner: Stephen Flewell-Smith
Date
November 2013
Background
With a steady increase in competitor dating sites, RSVP wanted to refresh their brand and maintain their status as Australia's most popular place to meet singles online. TV was the chosen medium for three individual spots – 1 x 30-second and 2 x 15-second versions
Idea
If you like the look of someone on RSVP, you can let them know by sending them a Kiss. So the idea was to hero RSVP's key asset – the Kiss icon – and replicate the way people connect through the site. Each scenario features a 30-something single searching on RSVP, and showing their interest in someone by sending a Kiss. The recipient shows their surprise and delight in receiving the Kiss – an oversized set of purple lips that represents an RSVP Kiss floating through the ether. Showing the couple using a smartphone and tablet not only reflects the site's accessibility on any device, it's a simple product demonstration of how fulfilling it can be to connect with someone on RSVP. After all, every great romance starts with a kiss.
Results
TBC