Parship (or Parship GmbH) is an online dating agency based in Hamburg, Germany. It is part of the Georg von Holtzbrinck Publishing Group, and is the second most successful dating agency in Germany. Its stated goal is to encourage and forge long-term partnerships.
The agency was founded in 2000. Parship went online on 14 February 2001 (Valentine’s Day). In collaboration with psychologist Hugo Schmale of the University of Hamburg, a questionnaire and associated profile-matching algorithm was developed with the purpose of bringing like-minded couples together. On Schmale’s initiative, the matching algorithm is based both on behavioristic principles and on psychoanalytical theories of personality.
Parship asked Spark to research the music rights for their new TV and online campaign.
The chosen music was a cover version of Telepopmusik’s ‘Breathe’ by Australian band ‘New Navy’.
The song works very well in the various short ads that Parship produced.
Spark negotiated the publishing and master rights fees and agreements on behalf of Parship.
The TV ads above are geo-locked and might not be available in your country.