The Friends Reunited Group is to launch a national TV advertising campaign, promoting its three brands Friends Reunited, Genes Reunited and Friends Reunited Dating, airing for two weeks from the beginning of November. The two new 30 second adverts are based around typical users’ enjoyable experiences of the websites. Developed by Addiction London, the executions feature a journey between the sites, under the group message of ‘get in touch’. The cheerful testimonial style is set to a backdrop of virtual interactions, echoing the onsite experience.
Jonathan Clark, Head of Friends Reunited, said: “Members’ natural movement between our three services has always been a crucial driver to the business. Presenting the brands closely together in this way helps us get the most out of each 30 second spot, whilst at the same time being true to the onsite experience and containing a strong call to action.
“We’ve explicitly shown the movement between the site’s tabs. With just under 4 million people visiting our websites each month, we want to further nudge them to a greater breadth, depth and regularity of usage. This fully supports our business model, which is a combination of subscription and ad funded services, so we directly generate revenues from increased visits.”
Martin Delamere, Creative Director at Addiction London, said “We wanted to help people imagine what they could do with the family of brands. We decided on an animation style that visually supported the positive story that users report whilst also evoking the actual website. The possibilities for users of the brands are dramatised by the approachable, illustrative icons. We wanted the quality, detail and relaxed tone of the communication to reflect the user experience”.
Media planning by Manning Gottlieb OMD Ltd uses DRTV as a channel to target the Group’s audience of 40+ with high frequency of exposure to maximise both response and awareness.
The DRTV campaign will be supported by integrated online activity, email marketing and onsite collateral.
In August, ITV sold FreindsReunited to online innovation business brightsolid a subsidiary of DC Thomson.