Campaign details
Brand: The GuardianLead agency: OLIVER
Campaign Overview
Making daters see Soulmates in a new light, and different to the others.
Strategy
There was a need to communicate the distinctive Guardian-ness of Soulmates so the audience could see a middle ground between regrettable hook-ups and data driven matchmaking.
A place where intellect was valued as much as looks.
Shifting perceptions of a brand for existing and new users is a hard task.
The publication had a desire for people to reappraise Guardian Soulmates and wanted to make it more on-brand.
It wanted to put...