OkCupid
The Brief
The Brief
Whatis the problem that the advertising needs to solve?The target thinks that theydon’t NEED to use OkCupid; that it is not for them.
Whoseheads and hearts are we trying to win?Females between the ages of 20and 30, living directly in the downtown core, with either a university degreeor working to get one. Those who are already working have an annual income of$35,000 to $50,000.
Whatdo know about them, their lives and their unmet needs that will help us winthem over?These women are both busy and sociable.They are always meeting new people and exploring their options. However theyare not finding the ‘Right’ people for them. Most dates or outings with newpeople end there and never venture into anything new or more because there is almostalways a lack of connection and compatibility.
They are goal-setters aswell as trendsetters. They have a path in life and tend to be the leaders,never the followers, their ‘love life’ though, just plain sucks. These womenbelieve that they don't NEED OkCupid, or any dating site for that matter,because they are always meeting new people. They just tend to think, “ Oh, Ijust haven’t met the right person/people yet.”
Whatdo we want them to think, feel, or do as a result of our advertising?We want them to feel as thoughOkCupid is just like real world dating with a little help.
Whatis the one thing we can say to achieve this? SMT?OkCupid is the relationshipkick-start for right now.
What givesour brand the right to claim the one thing we want to say?OkCupid is really geared tofinding you the right person for right now. Most dating sites focus on the "marriage"outcome of their matches. OkCupid focuses on the happiness and they are also open toall sorts of "relationships" and lifestyles. They are essentially thenon-traditional dating site.
Accounts: Nicole Arruda
Copywriter: Logan Broger
Art Director: Jessica Kosichek
Whoseheads and hearts are we trying to win?Females between the ages of 20and 30, living directly in the downtown core, with either a university degreeor working to get one. Those who are already working have an annual income of$35,000 to $50,000.
Whatdo know about them, their lives and their unmet needs that will help us winthem over?These women are both busy and sociable.They are always meeting new people and exploring their options. However theyare not finding the ‘Right’ people for them. Most dates or outings with newpeople end there and never venture into anything new or more because there is almostalways a lack of connection and compatibility.
They are goal-setters aswell as trendsetters. They have a path in life and tend to be the leaders,never the followers, their ‘love life’ though, just plain sucks. These womenbelieve that they don't NEED OkCupid, or any dating site for that matter,because they are always meeting new people. They just tend to think, “ Oh, Ijust haven’t met the right person/people yet.”
Whatdo we want them to think, feel, or do as a result of our advertising?We want them to feel as thoughOkCupid is just like real world dating with a little help.
Whatis the one thing we can say to achieve this? SMT?OkCupid is the relationshipkick-start for right now.
What givesour brand the right to claim the one thing we want to say?OkCupid is really geared tofinding you the right person for right now. Most dating sites focus on the "marriage"outcome of their matches. OkCupid focuses on the happiness and they are also open toall sorts of "relationships" and lifestyles. They are essentially thenon-traditional dating site.
Accounts: Nicole Arruda
Copywriter: Logan Broger
Art Director: Jessica Kosichek
Logo and Website Rebrand
OkCupid: Proud provider of label-free relationships.
