HHCL and Motive to oversee launch for web dating service

HHCL & Partners has been appointed to launch woowho. co.uk, an online dating service scheduled to begin trading later this year.

HHCL & Partners has been appointed to launch woowho. co.uk, an

online dating service scheduled to begin trading later this year.



Motive will handle media for the company, which is withholding details

of its positioning and spend for fear of competition in the market.



Sue Belcher, the chief executive of woowho, said: ’When we looked at the

whole idea we recognised that there is a huge stigma to overcome.

Research shows one in two people would never use a dating agency so we

wanted an agency that could tackle that head on. It has to be

brave.’



She added that she had heard of HHCL through contacts but did talk with

other agencies before the agency was appointed.



Robin Azis, the chief executive of HHCL, said: ’The dating market is

ripe for a shake up. Woowho is taking a radical approach to breaking the

stigma around dating which is in keeping with the philosophy of the

agency.’



The campaign, which will focus on using outdoor advertising, will launch

by the end of the year.



Belcher believes there is a gap in the UK market because most dating

sites are simply online versions of an offline system. She refers to the

UK dating market at present as a ’cottage industry’.



However, it is much more developed in the US, where ’dating’ is

culturally more established. There sites such as Match.com have been

well received.



Woowho will launch in London and then roll-out nationally, but with an

urban bias. It will enable people to meet individuals who live in the

same part of town and a photograph is optional.



The company, which is funded by Netdecisions and various private

investors, has also appointed Branded to handle its initial marketing

function.