Bad news is if you’re looking for love this Valentine’s you may need a second job! The average first date could cost you up to £133. Great news is, just 10 working days ago Cohn & Wolfe approached markettiers to assist them with a Valentine’s Day campaign for Barclaycard. After curating research questions with the client we successfully managed (with a little help from Opinion Matters) to survey over 1500 UK adults, pull together the best statistics and successful scoot through approval processes that come hand in hand with corporate clients.
We wanted to take the campaign back to basics to look at modern day dating etiquette and ask that all important question: who should pay on a first date? (spoiler: 56% feel it is a man’s responsibility to pay on a first date and over half find it a big turn off if their date doesn’t offer to pay the bill). Despite the research looking at the financial implications of dates, we wanted to keep the campaign light-hearted so we positioned Charly Lester as a Dating Consultant to give her top tips and advice on how to impress on a first date.
By expressing our passion for passion and sending out a media flag prior to the research coming back, we managed to secure interviews with the BBC in advance. In total we secured 21 interviews across the airwaves, including 7 regional BBCs - Humberside, Newcastle, Lancashire, Somerset, Gloucester, Bristol and Wiltshire – and then a further 14 across the commercial network, reaching over 2,915,000 people this Valentine’s.