Harlequin conducts Make a Date campaign
Romance novel publisher Harlequin Enterprises has begun a new campaign called "Make a Date with Harlequin." Developed by BBDO Toronto, the initiative consists of two online videos depicting a date between a contemporary woman and a male character from a romance novel, while hidden cameras record the reactions of passers-by. The first execution features a Viking and a woman at a bowling alley, while the second features a cowboy and a woman at a restaurant. The online video campaign is being supported with a online banners, print ads, public relations, blogger relations, and special events. Harlequin is a subsidiary of News Corp.
"It was really quite nerve-racking watching from behind the curtain," said Joel Pylypiw, associate creative director at BBDO Toronto. "You just never know how people are going to react. Luckily for us, we captured some really funny moments."