THE ONE: 8
Are You The One came back and, for the first time in dating-show history, we had an all sexually fluid cast!
We were asked to retain the chaotic, sexy, shit-show energy from past seasons while emphasizing the positives of having an all fluid cast. Our challenge was making it clear that the messy behavior was inherent to the nature of the show, not to the sexual orientation of our cast members.
We were able to achieve this by focusing our initial spots more heavily on romance while teasing at the sexy drama. Since these first spots were part of press releases and early publications, we wanted to appeal to what existing viewers knew without being overtly sexual with our new cast. As our campaign progressed, we segmented our campaign by target audience. Based on our audience research, our strategy was to sell messy house drama to existing viewers and promote the endless chances of love for our new audiences.