Fully functional GPS enabled mobile app
Brief
Lovestruck wanted to enter the mobile space because it was a natural extension of its brand, reflecting its convenience, immediacy and proximity based concept. Its aims were to:
- reach as many of its existing users as possible
- add a further selling point to encourage new signups
- drive 30% more traffic to the service
- increase conversion to paid memberships by 20%
- allow users at work some privacy
- establish Lovestruck as a top 5 UK dating site
Red Ant strategy
- Create a UK-first GPS enabled dating app
- Take advantage of the always-available nature of mobile phones
- Launch on the most popular mobile platform among Lovestruck users
Tactics
- Real-time dating through configurable push alerts when a suitable single is within range, and browsing, “winking” and messaging wherever the user is
- Preserve privacy through strict controls over information shared, and avoid prying eyes and office firewalls
- Seamless experience via full website functionality; fully integrated to existing back-end systems
- Biggest impact gained from iPhone platform which hits largest amount of current and potential users
- Mobile app offers essential features that mobile site can’t – notifications, location services, immediate interface
Results
- Features in special print, radio and live advertising campaigns
- Over 20 national press and online news stories
- In excess of 100,000 downloads overall
- More than 60% of new registrations in Hong Kong and Singapore come via the mobile app, and in the UK the figure is 25% and rising
- Runner-up - ‘World’s Best Mobile Dating Site', iDate Awards, Miami 2011
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