Two dating apps, WOO and TrulyMadly have launched their maiden campaigns which are running simultaneously on TV. The new campaign from TrulyMadly, conceptualised by Contract Advertising is based on the insight that girls love the entire experience of browsing boys with their bestie and that is how the dating site coined the termed #BoyBrowsing. The campaign from Woo on the other hand, is the story of two young people working in the same city whose paths keep crossing until finally one day, they make a connection.
The TVC for WOO has been ideated by the in-house team of the company and the film talks about the sense of possibilities for the young, urban single person that love is waiting around the corner provided one looks for it at the right place. A film shot in Kolkata, the story is about two young people and about their lives. Somehow their paths keep crossing until finally one day, they make a connection. It is this sense of possibility, of optimism and of conveying that there are so many people out there, connections that are waiting to happen, love stories waiting to be written.
The ‘Boy Browsing’ film for TrulyMadly on the other hand features real girls in real life situations – from college classrooms to office meeting rooms, at a house party, in a mall, even at home peering at a male visitor through a window. From high-fiving each other when a look is returned, to hiding in the balcony lest the guy might see them checking him out, the film captures every fun and light-hearted nuance of checking out boys with your bestie in situations every single girl can relate to. Conceptualised by Contract India, this is a film made by a team of girls, for the girls.
Commenting on the insight behind the film, Sachin Bhatia, CEO and Co-Founder of TrulyMadly said, “Girls love checking out boys with their besties, so we thought of finally giving this behaviour an appropriate name – ‘Boy browsing’ – with our first TV and online film. Made by a gang of girls, the film has scenes so relatable that we expect it to make boy browsing a part of pop culture lexicon and a topic of everyday conversations. Just like your friend never lets a good-looking guy pass by unnoticed, TrulyMadly is your new bestie that will never let a great potential match pass by.” The film highlights how the dating app is available round the clock, like a girl’s bestie, to point out all suitable boys for dating.
Strategy & Execution:
While TrulyMadly campaign is targeted towards young girls, Woo on the other hand, caters to a much mature audience, who is between the age group of 25-35 years.
Sumesh Menon, CEO and Co-Founder, WOO said, “The reason we planned the TVC at this time is because we’ve completed a year in market with over 1 million downloads, making us the largest player in the exploding matchmaking category. We’re also on a constant innovation curve and have launched a host of features that take the user experience beyond swipes and bring depth back into the matchmaking process. We thought this was a good time to up the ante on marketing and get the word out to more people in the TG.” The high-impact campaign for WOO, for which the media planning has been done by PM Media, will be seen on leading entertainment, movies and music channels on TV, with support from radio, outdoor and social media. The brand has introduced some key changes in the app user interface that helps users to go beyond swipes and make truly meaningful connections.