ZIP by Euro Rscg Vienna for Parship

ZIP

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Industry Dating agencies
Media Design & Branding
Market Austria
Agency Euro Rscg Vienna
Executive Creative Director Robert Wohlgemuth
Released August 2009

Credits & Description

Category: Posters
Advertiser: PARSHIP
Product/Service: DATING SERVICES
Agency: EURO RSCG VIENNA
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: EURO RSCG VIENNA, AUSTRIA
Executive Creative Director: Robert Wohlgemuth (Euro RSCG Vienna)
Executive Creative director: Florian Nussbaumer (Euro RSCG Vienna)
Artdirector: Phil Hewson (Euro RSCG Vienna)
Copy Writer: Thomas Schoeffmann (Euro RSCG Vienna)
Illustration: (Friendly Fire)
Account: Daniela Waller (Euro RSCG Vienna)
Media placement: Poster - City Lights In All Bigger Cities - 1.8.2009

Describe the challenges and key objectives
The key objective was to create a city light that brings Parship into people's minds as the leading dating service. The challenge was to be confident but not presumptuous.

Describe the brief from the client
Parship is Europes leading and most successful dating service. As the company mainly does online advertising, the agency was briefed to develop a city light making Parship visible off the beaten tracks. The tone of voice was supposed to be self-confindent but not presumptuous.

Describe how you arrived at the final design
As Parship is known to everybody we could use a simple, striking and symbolic language without using any sub- or headline. The human zip is a metaphor to comprehend how easy it is to find the right partner with Parship. You see the poster and you know who is the one and only dating service.

Give some indication of how successful the outcome was in the market
The citylight gained remarkable attention. As a result of the nationwide campaign the click rate on parship.com was raised by 55%. As a consequence Paship could win a ciderable amount of new clients.