Donat/Wald Takes Wraps off New eHarmony ``Everlasting Love'' Ad Campaign

Business Wire, March 1, 2005

SANTA MONICA, Calif. -- New TV Spots Feature Natalie Cole Hit "This Will Be" and New 3D Graphics; Campaign Reinforces eHarmony Brand Momentum

Helping to reinforce the momentum of one of the hottest brands in consumer marketing, the Donat/Wald Company (www.donatwald.com), a leader in direct response advertising, today formally introduced a new TV, radio and print DR campaign for client eHarmony.com. The spots incorporate imaginative new 3D graphics that showcase eHarmony's patented process for creating lasting relationships.

In keeping with the campaign theme of "Everlasting Love," the TV and radio spots feature the popular Natalie Cole hit, "This Will Be." eHarmony and Donat/Wald negotiated publishing rights from Warner-Chappell Music and the master license for the Natalie Cole version of the song from EMI. eHarmony.com is a Web-based service designed to facilitate new personal relationships, which -- unlike traditional online dating sites -- uses a groundbreaking, scientific method to successfully match people based on the 29 dimensions found to be present in enduring, happy marriages.

The new ad campaign reinforces eHarmony's brand momentum in the marketplace. While many online dating sites are experiencing slower growth, eHarmony's focus on fostering serious relationships continues to fuel robust expansion. From December 2003 to December 2004, the total number of registrants grew by 125 percent. Subscriptions for the month of December 2004 grew by 69 percent, as compared to the number of subscriptions in December 2003.

Expanding on a previous campaign that was chosen "Best Short Form Intellectual Property" by the Electronic Retailing Association (ERA) earlier this year, the new spots feature real couples -- who met through the online relationship service -- telling their stories and displaying a level of compatibility that all singles desire. The TV ads are currently airing on various cable networks, and will continue through the second quarter of 2005.

The heart and soul of the new television ad campaign is the genuine connection displayed by the real-life couples. The ads feature innovative 3D graphics that illustrate eHarmony's proven, sophisticated approach to matching compatible personalities. As in the previous campaign, the new spots continue to feature Dr. Neil Clark Warren, eHarmony.com founder, expressing his sincere desire that members find someone with whom they can share the rest of their lives.

"The campaign vividly showcases how eHarmony really does help people find their soul mates," said Lucas Donat, CEO, Donat/Wald. "The story of this brand is there, in the abundance of these heartfelt, compelling success stories. The new 'Everlasting Love' theme and Natalie Cole song provide an extra dimension of warmth and familiarity that will communicate the eHarmony brand to a new population of relationship-minded men and women."

"eHarmony works on multiple dimensions, and Donat/Wald found a way to graphically illustrate what we consider to be the most relevant aspect of our matchmaking services -- our scientific method of matching personalities," said Dr. Warren. "Donat/Wald beautifully combines the personal stories with the science behind it, helping eHarmony stand out in a crowded field where a picture and a paragraph is frequently all you get."

Donat/Wald's direct response campaigns have contributed to eHarmony.com's impressive growth. The company has more than six million registered users and the largest market share in the industry, based on dollar sales.

About Donat/Wald

Donat/Wald (www.donatwald.com) was founded in 1987 and quickly became recognized as a leader in direct response advertising. The award-winning agency's multi-platform approach combines the power of television, radio, print, and interactive media to offer integrated solutions that maximize advertising ROI and enable precise accountability. Throughout its 17-year history, Donat/Wald has been orchestrating successful campaigns for notable clients such as Columbia, Sony, MGM/UA, Mattel Toys, and ServiceMaster, American Express, Federated, CarsDirect.com, and eCompanies. The exclusive agency of record for 1-800-DENTIST for more than 12 years, Donat/Wald advertising was instrumental building it from a start-up to the largest dental marketing company in America.