| Title | NO FAKE PROFILES |
| Brand | PARSHIP |
| Product/Service | PARSHIP.AT |
| Category |
A01. USE OF MOBILE TECHNOLOGY |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
SERVICEPLAN Vienna, AUSTRIA
|
|
Production Company
|
PING PONG COMMUNICATIONS Vienna, AUSTRIA
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Christian Gosch |
Serviceplan Austria |
Executive Creative Director/Creative Director/Copywriter |
| Matthaeus Frost |
Serviceplan |
Creative Director |
| Werner Eisenbock |
Serviceplan Austria |
Copywriter |
| Jan Paepke |
Serviceplan Austria |
Art Director |
| Stephanie Haider |
Serviceplan Austria |
Account Supervisor |
| Nora Auersperg |
Serviceplan Austria |
Account Supervisor |
| Monika Frauenhofer |
Serviceplan Austria |
Graphic Designer |
| Florian Panier |
Serviceplan |
Creative Producer |
| Andreas Gesierich |
PING PONG COMMUNICATIONS GMBH |
Director/Cinematographer |
| Manuel Kotulla |
Neverest |
Animation |
| Anton Nouri |
Freelancer |
Speaker |
Creative Execution
To accurately communicate the fact that Parship guarantees real profiles from real people, Shazam-enabled radio spots – supported by synchronized videos – were broadcast during February 2014. The video gave the listener the chance to not only hear the partner seeker advertising his profile but to see him as well. The seeker’s voice created the impression of a very desirable person. The synchronized video however unveiled the true face of the beguilers behind fake profiles. The videos could be watched on any device running the Shazam-App, no matter if on the mobile phone while in the car or on the tablet while listening to the radio at home.
The results of the campaign not only met Parship’s expectations but exceeded them:
Almost 60% of the radio spots were tagged.
The number of visits on parship.at increased by almost 300%
The campaign generated more than 2,500 new registered users on parship.at
More and more partner agencies are employing ghostwriters, who create fake profiles with attractive titles and appealing photographs to increase the attraction of the agency.
That is why people don't find the love, but the disappointment of their lives online.
Parship inspects every profile manually and guarantees that no false pretenses occur.
The brief was to communicate this in an innovative and involving way and thereby give Parship a clear advantage over the competition in consumers’ minds, leading to an increased number of customers.