For twelve years, people have been searching for and finding new contacts, dates and, last but not least, love via the dating app LOVOO. While the brand has been very present in the digital advertising environment in the recent past, it is returning to the TV. The new ad campaign starts today and will be broadcast on almost all German ProSiebenSat.1 Group stations.
“Where did it all begin? With LOVOO.” – these are the opening words of the 10-second TV commercial for the dating app LOVOO, which can now be seen on almost all German ProSiebenSat.1 Group channels. The focus is on a couple standing in front of a fairground carousel holding each other. Time is then turned back and viewers can follow how the couple’s love story began on the dating app.
In the recent past, LOVOO has focused its advertising on digital formats. “For a dating app like LOVOO, digital advertising formats on social media are naturally very important and have proven to be extremely effective in recent years,” says Herbert Murschenhofer, CMO of the ParshipMeet Group, whose portfolio includes LOVOO along with seven other brands. “The presence on TV opens up an additional channel for us in an emotional and high-reach medium that picks up our target group both on mobile devices and in the living room. We are therefore very much looking forward to being represented on German television again with LOVOO from today. And with a commercial that our creative team produced entirely in-house.”
In addition to the two protagonists’ happiness in love, the commercial also introduces the LOVOO Date Map in more detail. Introduced last year, this feature is now at the heart of the app and allows users to find other singles who are also using the app as well as suitable dating locations on an interactive map. The LOVOO Date Map has now been expanded to include a heat map, which shows how many other app users are in the area – and which areas are therefore particularly interesting for potential dates.
Currently, more than 12,000 dedicated dating locations are displayed on the virtual map, including helpful information such as opening hours or accessibility by public transport. Users can also invite a match directly to a date at the respective locations with a click.
“We deliberately placed the Date Map at the center of the commercial because it has quickly become the heart of our app. It is a unique selling point for LOVOO and helps our users to get to know other people in their area and arrange an uncomplicated date. LOVOO has always been the dating app with which you can meet people in your own area, in urban and rural areas and in a wide range of age groups. This is also what the fairground scene stands for, which hopefully brings back fond memories for many people in very different life situations,” says Murschenhofer.
The commercial will be broadcast for the first time on July 1, 2024 and then throughout July.
