Another dating website - thank God!
Chas Bayfield | 05 February 2014
Most years start slowly and gradually build up momentum. Not at Noah. With a pitch in Tokyo in mid January we barely snatched time off at Christmas. And when we landed back in 2014, our Christian Connection posters had already hit the Underground. We always hoped that they would be visible - we loved the design Alex Fowkes had done for us and were confident that the ads would stand out a mile on the Tube. The Christian Connection client have been incredibly brave (and trusting) and were determined to escape the Christian ghetto. Until 2014, all their advertising had been via Christian media sites but most people reading Christian mags and newspapers are vicars and older people who are more likely to be paired up.
As you can see, the posters are bright, vibrant and attention-grabbing. We hoped that single Christians would take note and join the site, but the posters grabbed the attention of many more people. They were written about by the Daily Telegraph, the Evening Standard, the Huffington Post, Fast Company and Adweek. Twitter buzzed with updates from people who'd seen the ads on the tube, accompanied by twitpics. Some people even tried to steal the ads. Registrations at Christian Connection were double the usual stats for January. The client, who at one point had considered insuring against the campaign being pulled by TFL, was now overjoyed at how effective the campaign had become.
I has been a great start to the year, and we hope for more good news about our Japan pitch. Watch this space!