The Odds of Love campaign

eharmony – Third City

The Odds of Love campaign

eharmony launched in the UK in 2008 with a clear vision: to create more lasting love in the world. The science-based relationship site is committed to helping singles find the best possible match for them via its unique Compatibility Matching System®. Known as ‘the brains behind the butterflies’, eharmony serves almost 60 million members globally including 4 million in the UK

Project Overview

Third City worked with eharmony, the online scientific dating site to bring to life the odds of finding love on a daily basis

Developing a strong PR campaign we drove both brand awareness and we like to think, a little bit of love
  • The Challenge

    Shakespeare said that the course of true love never did run smooth

    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
  • The Results

    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

    The campaign captured the imagination of the nation with coverage highlights including ITV’s Good Morning Britain, Channel 5 News, Mail Online, Express, Mirror and the Metro
  • The Solution

    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