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Agency: Hanft Raboy and Partners


Online dating site is launching a new multi-million pound marketing campaign in a bid to promote online dating as a natural way to find a partner.

The site is reintroducing its famous ‘love’ characters Cupid & Fate as it urges singletons to not wait for cupid and fate – but to join and ‘make love happen’.

The campaign also encourages members to take the service’s new personality test, which has been formulated by world renowned anthropologist Dr Helen Fisher and is designed to help members find real love by understanding their personality type. 

The new ‘Don’t Wait For Cupid and Fate’ adverts, created by Hanft Raboy and Partners (HRP), consist of a series of 30” and 10” spots which will run across ITV, C4, C5 and satellite channels in heavy weight bursts across the year.

In the spot, Cupid and Fate joke about each other’s personality types and in another, Cupid asks Fate how comfortable he is with watching couples kiss in public - one of the questions from the test.  

Other spots see them slacking off at home in their garden because is doing their jobs, so they don’t have to and on a trip to a shopping centre in search of appealing alternatives to’s Love Guarantee, which promises if you don’t find love in six months, you’ll get six months free.

Media planning and buying was handled by Initiative.

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.

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