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In its launch month signed up 3,000 members, a testament to the correlation between the product, the audience and their relationship with Today FM.THE CHALLENGE THE INSIGHT Today FM presented itself as being an ideal fit for launching Koort.
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REASON FOR SHARING In December 2015 Communicorp One launched online dating site association with Today FM.
is Ireland’s newest dating website and it demonstrates a commercial opportunity that developed from our deep understanding of the audience and their interests, particularly around dating and propensity for online dating.
Me with 11% of Today FM listeners indicating an interest in online dating (TGI 2015), however this is a cluttered market with many newcomers.
The relationship that Today FM has with its audience would be key in building trust with an online dating brand, to this end we needed on-air talent to voice ads and talk about the product on-air to reinforce the message and alignment with the Today FM brand.
Deborah Carpenter, Head of Solutions and Insights at Communicorp One, commented: “As a personality driven station, it was really important for us to launch a brand that would resonate with our listeners and add value for our audience.