Online dating agency Woowho hires Motive for launch campaign

A company is planning to offer dating through the internet and has hired Starcom Motive to launch the service to the British public.

A company is planning to offer dating through the internet and has

hired Starcom Motive to launch the service to the British public.



Sue Belcher, chief executive of Woowho, was reluctant to reveal details

of the dotcom for fear of generating competition in the market.



The ad push - through Starcom Motive and its creative sister agency HHCL

& Partners - will kick off later this year.



Motive and HHCL have been tasked to persuade single UK consumers who

would never use a traditional dating agency to sign up to Woowho.

Research by the dotcom revealed 50 per cent of respondents said they

would never use a dating agency.



The drive will aim to position the service as totally different from

other online dating sites.



Although the company is unwilling to discuss its media plan in detail,

it is understood that outdoor advertising has been identified as the

medium best suited to the company’s needs. It will feature heavily in

the campaign.



The team at Starcom Motive will be overseen by head of development Tracy

Darwen. The agency was appointed without a pitch and will work alongside

the marketing company Branded, which is handling initial marketing.



Woowho will launch in London before the end of the year and then roll

out nationally.



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