Take a seat eHarmony, Match.com and Uniform Dating, there’s a new matchmaker in town, Christian Connection, and it’s wasted no time in making itself known in 2014.
The religious dating website may have been around since the millennium but outside of Christian circles, we can assume it’s not had much attention recently.
Launching across the London Underground, it plastered platforms with fun, vibrant slogans such as: ‘Another dating agency? Thank God!’, ‘God knew you would see this’ and ‘Christians make better lovers’ – and it’s certainly got a reaction.
Not only has it featured in The Telegraph, Huffington Post and Christian Today (so cliche) but Twitter is all a flutter with the advertising campaign too. It’s a great PR story in itself! I can’t say I’m surprised – it’s brilliant.
Created by Chas Bayfield, creative director at integrated agency Noah, he’s done what Christians everywhere have been waiting for – a fun, cheeky campaign which says ‘we can take a joke too’.
Of course we know that the term ‘lovers’ has connotations with sex, but hey we don’t have to take it too seriously because we know how to read between the lines and take it to another level. Needless to say Chas has done a great job on this because it instantly invites others – of all faiths – to have a laugh before actually thinking a bit harder about what they want in a partner.
And why has he done such a good job? It’s because Chas isn’t guessing or portraying what he thinks will work well. He’s heavily involved in Cricklewood Baptist Church in London. To me, that’s exciting and very inspiring, and will hopefully encourage more Christian businesses to partner with agencies that know their stuff and won’t shy away from the issue in hand. I know it’s something I aspire to do more of.
It just goes to show that if you have a brave client who has faith in their agency, and both believe in something far bigger than the campaign itself, then it’s definitely going places.
It’s early doors but this could definitely be a contender for the Prime Time Awards in the ‘Worth every penny category’.
Prime Time 
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