be2 launches "Heart to Heart" Advertising Campaign

The new advertising campaign features an animated heart running through city streets

with the be2 personality test in hand finding love for a be2 member.

The campaign was created by Tussilago productions in Gothenburg Sweden. According to Rick Zelman, marketing director of Tussilago Productions, "How we connected with be2 is an interesting story. I contacted be2 after we lost a bid to create a commercial for a well-known Swedish dating site because of creative differences between their Ad agency and us. I felt we had some great ideas for the dating industry. Be2 was about to re-launch their brand position so the timing was perfect. We pitched our ideas, we won the account".

Be2 has more than 19 million members in 36 countries on 6 continents. be2 was launched in April 2004 with its German website www.be2.de. This makes be2 the largest online matchmaking service in Europe and the world's fastest growing one (Nielsen Net Ratings, April 2008, ComScore March 2008).

According to be2, "The core of thier online personal introduction service is the questionnaire that every member completes. Based on the answers of this Personality Test, be2 compiles a scientific profile that takes into account an individual's characteristics, preferences and dislikes. The Personality Test, for example, inquires if a member prefers going out to reading a good book. It asks if he or she fancies haute cuisine or fast food. It determines how the member would behave in certain situations. And it asks each participant to assess his or her own personality.

The Personality Test results in a detailed Personality Profile which tells the member about his or her own character attributes. It also explains their significance in creating a happy relationship. Based on the member's personality, be2 explains what he or she should be looking for in a new partner. In other words, it reveals what is required for him or her to ensure a successful long-term relationship. This is the so-called Ideal Partner Description.

In the next step, be2 meticulously applies the Ideal Partner Description as a search pattern for locating matches in the be2 database. All members who fit the Ideal Partner Description are introduced to the new member via his personal list of Partner Recommendations. The degree of the fit is expressed by the be2 Index. Note: the higher the index, the more precise the match is likely to be. After examining detailed information about the views, interests, and preferences of each Partner Recommendation, members can decide which be2 members they want to contact.

What now happens is up to the members. be2's internal messaging system gives them the opportunity to contact each other online while maintaining the level of anonymity they desire. be2 also offers assistance and gives advice every step of the way.

Once a be2 member has had a chance to examine the professional and efficient services be2 offers, he or she can become a Premium Member. Premium Membership allows access to all features on the be2 website. And Premium Members can send and receive an unlimited number of personal messages. They may view photos too but only if both parties agree to each new step in the relationship. Anonymity is guaranteed until both members are ready to exchange their full contact details."

The new commercail can be seen athttp://www.youtube.com/watch?v=PnoFr6-10vE

be2 launches "Heart to Heart" Advertising Campaign

By: Creative Lounge

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