The course of true love never did run smooth according to the Shakespearian proverb. So for eHarmony, we set out to prove just that and how by using the service, with its unique matching algorithm, you can dramatically stack the odds of finding ‘the one’ in your favour.
Working with eHarmony scientists, experts from University of Bath and celebrity mathematician Rachel Riley, we calculated that singletons have a one in 562 chance of finding love on any given day. This was based on 18 key factors, such as desired age and physical attractiveness, which impact on the number of romantic options available to singles.
The Odds of Love campaign centred on this startling ratio and offered advice on how to boost your chances of finding Mr or Mrs Right.
We launched with a media relations push bringing together a number of assets to target different media homes. A broadcast day saw Rachel conduct 8 hours of back-to-back interviews, plus creative photography, a short video where she explains the odds calculation and a series of guest blogs were seeded across digital.
An out of home element saw artisan coffee shops around London stocking limited edition cups displaying the odds of finding love in the coffee queue.