Category: Corporate Image & Information
Advertiser: R/GA
Product/Service: #OFFICECUPID
Agency: R/GA
Associate Creative Director: Ben Smith (R/GA)
Evp/Managing Director/Copy: Chapin Clark (R/GA)
Executive Creative Director: Chuck Tso (R/GA)
Creative Director: Erik Norin (R/GA)
Technical Team Leader: Jon Hackett (R/GA)
Chief Creative Officer/North America: Nick Law (R/GA)
Associate Creative Director: Paul Dery (R/GA)
Associate Interaction Designer: Will Green (R/GA)
Junior Copywriter: Jamie Walker (R/GA)
Senior Content Strategist: Kristen Joy Watts (R/GA)
Media placement: Tweets - Twitter.com - 14 February 2012
Insights, Strategy & the Idea
Office crushes are dicey: if things go bad, one of the parties quitting is suddenly a very real prospect. So this Valentine’s Day, R/GA wanted to help the lovestruck navigate their office crushes on Twitter with #Office Cupid.
Creative Execution
On February 14th, the R/GA Twitter account was taken over—a team of copywriters were on call all day to craft tweet nothings for the amorous. At the site, simply describe your crush or write a small message, and our writers played Cyrano and posted a romantic tweet on your behalf. You could remain anonymous or if you felt brave, reveal yourself to the object of your desire.
Results and Effectiveness
Office Cupid garnered over 12 million impressions worldwide. It was covered by the likes of The Washington Post, Fast Company, Creativity, and others.