Inter/Media Advertising Matches Up with 'It's Just Lunch'
Tuesday, 12 December 2006
"How valuable is your time?" That's the question a humorous new campaign from Inter/Media Advertising asks men in order to inspire them to call "It's Just Lunch," which bills itself as the Dating and Matching Service for Busy Professionals.
"It's Just Lunch" personally handpick its client's dates, then makes the arrangements for lunch or drinks after work. The client can be meeting his first date the very next day after making the call.
The 14-year-old company has 70+ franchises nationally, and was created by Andrea McGinty, who found herself out in the dating scene after a broken engagement. As the company profile explains: "She began the tedious search to meet "normal", well-educated professionals. Her friends sent her out on blind dates, she tried personal ads, contemplated the Internet and dating services, but she wasn't comfortable with any of these options. The ideal date, she decided, was a lunch date or a drink after work. A fun, laid back, stress-free way to meet!"
The Inter/Media campaign, which is intended to reach upscale men 35-54, will begin running nationally the week of December 18. It features guys who get frustrated and humiliated with the standard online dating routine. It pokes fun at the long questionnaire, unsuitable matches, bad photos, people who lie about their ages, the extended time waiting for responses, and friends who skewer your profile for their personal humor.
"Inter/Media's campaign has done a great job because it really differentiates us in the marketplace," said Alana Beyer, Vice President. "Our relationship with the agency has significantly helped "It's Just Lunch" to grow, and we foresee that this campaign will provide impact with male professionals who are tired of spending a lot of time online, not finding the type of person they want to meet." Inter/Media Advertising, which has gained a national reputation for uniquely blending direct response advertising with general market techniques, conceived the $1.5 million campaign.
The five 30-second spots were directed by Inter/Media creative director Oscar Bassinson and produced by the company's Inter/Image division. The commercials will run on news, sports and entertainment networks including ESPN, ESPN News, NFL Channel, CNN, CNBC and MSNBC, and they offer callers a free Dating Guide from "It's Just Lunch." The campaign marks the second program for "It's Just Lunch" that Inter/Media has conducted in the past year. "It's great to work with a client like 'It's Just Lunch' because the team allowed us to create a brand print that positions the company in an irreverent manner within an overly crowded category.
The campaign brands the company and at the same time has the necessary direct response elements to encourage consumers to act now," said Robert Yallen, President of the Inter/Media Group of Companies, which now encompasses seven individual, but synergistic, business units.