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ADVERTISING CAMPAIGNS

Gaydar “Gaydar on the Go” press creative

Agency: QSoft Creative

Client: Gaydar

QSoft Consulting, owners of the Gaydar portfolio of brands, is rolling out its UK personals site gaydar.co.uk onto mobile this week with a major integrated marketing campaign.

The campaign, which takes as its theme, “Gaydar On The Go”, breaks on August 27.

It combines print, broadcast, events and online with viral activity at Manchester Pride over the August Bank Holiday weekend when up to 135,000 people gather for the City’s annual Mardi Gras.

A Bluetooth device will be installed at Manchester Pride’s Main Stage requesting people to turn on their Bluetooth device for the chance to receive free wallpapers, videos and special offers to their mobile.

A similar device was installed at Gaydar’s flagship London entertainment venue, Profile, during Soho Pride, which took place on August 19, to capture passing footfall.

Gaydar.co.uk, which has 1.4 million UK subscribers, is the first major dating brand to offer its customers access to their web-based profile via their mobile handsets.

The innovative new service provides users with key features including the ability to check their messages and contact people whilst on the move and incorporates location based services (LBS) to allow users to “see” who else is online nearby.

Sales and Marketing Director of QSoft Consulting, Trevor Martin, said, “We are the first major dating brand to offer our customers this extension to the existing web service, which provides them with a new freedom in finding friendship and partners, anytime, anywhere.

“The service remains easy to use, totally secure and will evolve in the future. Its roll out is supported by a wholly integrated launch campaign which is specifically designed to capture our users at different moments in their day.”

Print ads will run across selected gay titles from August 27. Broadcast activity will include a GaydarRadio competition to win handsets.

The marketing campaign was created and planned in-house. Creative was devised by QSoft Creative Director Mark Mangla.

GaydarMobile will roll out to four million users worldwide over the coming six months, including Italy, Spain, France, Germany, Netherlands, Japan and Australia

AJR
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