Valentine's Day drives millions of lonely singles to the Internet. Now, Spark Networks and creative agency The Terri & Sandy Solution are using this holiday to launch a new advertising campaign for online dating Web site JDate.com, the site responsible for more Jewish marriages than all other dating sites combined.
The "Get Chosen" branding campaign humorously recognizes unique Jewish cultural traditions and experiences. "We wanted to inject the 'J' in JDate," says Sandy Greenberg, Co-Founder, The Terri & Sandy Solution.
"The ads target Jews with an inside sense of humor. Half of our office is Jewish and the other half is not. The Jewish side laughed loudly at our ads, while the other side didn't get them at all."
One ad, for instance, celebrates the tradition of celebrating Christmas by eating Chinese food. Another ad shows a couple next to the tagline "Find someone who shares your love of gefilte fish."
The multiplatform campaign launches Thursday across various channels, including a digital billboard in Times Square in New York City, out-of-home in Chicago and Miami, and a new home page design for the brand. TV spots will debut in March. Additional components of the campaign including print, digital and social will roll out later this year.
This campaign's purpose is simple: facilitate Jewish marriage. “In light of JDate’s mission -- to strengthen the Jewish community and ensure that Jewish traditions continue for generations to come -- and place within the Jewish community, we realized we had a unique opportunity to remind Jewish singles of the cultural ties, not just the religious ones, that make dating, and ultimately marrying, someone else who is Jewish so special," said Greg Liberman, Chairman/CEO, Spark Networks, the company that owns and operates JDate.
"The Terri & Sandy Solution and their team were a perfect match for us and have done an incredible job helping us create a fun, living, breathing campaign that captures some of the meaningful cultural connections and nostalgia.”
The “Get Chosen” campaign represents the first major branding effort for JDate since its launch in 1997. "JDate has been very effective with its [previous ad campaign of] testimonials," says Terri Meyer, Co-Founder, The Terri & Sandy Solution. "But this campaign is designed to get people talking and make [JDate] relevant to a new generation of users, particularly Millennial men and women."