Parship’s change of strategy began at the end of December with a mystery campaign against dating. In January, Parship broke up with advertising messages that were intended to openly initiate a debate about quality standards in online dating. The new brand identity comes at a time when the IPO of the Parship Meet Group is also becoming increasingly likely.
Responsible for the new campaign is Herbert Murschenhofer, who as Chief Marketing Officer is not only responsible for the marketing strategy for all brands of the Parship Group, but also operationally manages the marketing of Parship and Elitepartner. In an interview, he explains why the 11-minute claim was in urgent need of an overhaul.
Herbert Murschenhofer, CMO Parship
Your new “Healthy Dating” campaign is above all a farewell to the traditional 11-minute claim. That’s right. The “11 minutes” have provided us with valuable services for a long time. I’ll be there for eleven years in March, so I’ve been involved with the claim from the start and had a lot of fun with it. And we were also very happy that our “11 Minutes” achieved cult status. And when you’re satirized as much as our campaign is, that’s also great proof of success. That’s when you know you’re doing something right and that you’ve stuck in the public mind.
So why say goodbye to a successful model? We conducted intensive market research last year and received a clear signal from singles in Germany that we now have to tell a different story.
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