Match

Committed from the start with Match

published on 29. Dec 2021

Since the launch of its “Start Something Real” brand platform, Match, the online dating leader, has consistently celebrated the commitment of single people as its fundamental value. Match celebrates the commitment of every moment, from first texts to “I love you” messages, from the first selfies together to the first holiday pictures together. Moments that 53%* of single people on Match are ready to live, more than ever in this very special year of 2020.

 

For its new campaign, Match is interested in the very beginning of the relationship journey, as single people start to get involved. From their first chat on the app to the first date: two stories that, thanks to Match, become one.

 

For this, Match and the Marcel agency have chosen a creative use of the “split screen”: it shows two single people, each in their own universe and in their daily life, supported by specific color palettes for each character. Thanks to the “Match Effect”, highlighted by the presence of the application within the films, the singles are brought to one place at the same time and enjoy their first moments together. We see the first signs of commitment from these sincerely minded singles: the woman who invites her crush to an improvised breakfast “instead of dinner”, the cabinetmaker who makes an effort to create a surprise which will please, and the woman who carefully chooses the place where they will first meet.

 

Who is better than a duo of directors named Réalité, a couple in real life as well as behind the camera, to encourage single people to start their own real story? This year, Match and Marcel agency trusted Spanish directors Jason Causse and Alba Solé (Big Productions) to film these first moments of commitment, and to continue to carry Match’s promise into the New Year.

 

The split screen is actually a great metaphor of the process by which singles decide to join Match, because there is a real desire to get out of the frame, to literally take a step towards the other person and start a real story. Stories that we wanted to be seen as modern and authentic, simple and touching at the same time. The times we are living in need stories like these: we all need to witness the beginning of something beautiful.”

Jérémie Bottiau, Creative Director, Marcel

 

Eight formats of the campaign will be broadcast in eight countries: a 60 second film, a true ode to committed singles reminding them that every great story begins with them, three 20 second films unveiling the beginnings of three meetings, four 10-second films focusing on Match features (one-on-one video, highlighting things singles have in common… and of course the events!).

 

Starting 26th December, the campaign will be broadcast on TV, radio and digital, with immersive story formats, filters and other engaging content.

 

This new campaign, which celebrates the commitment of single people on Match, is especially appropriate after a year in which the need for connection and love has been essential in our lives. 1.6M people have already met their partner on Match and we wanted to remind people that every true story begins with two sincere single people taking a first step.”

Jérôme Rivière, VP Brand & Consumer Meetic Group

* Source: Based on an internal study conducted from 5 May 2020 to 11 May 2020, a sample of 2,538 Match users aged over 18 in UK
About Match As the ultimate dating service in the UK, almost 1 in 3 online daters* have used Match and almost 1 in 5 singles who met their partner online, met on Match. Match continues to empower singles to meet exciting and interesting people that you would not otherwise have met – 2.6M people have already met someone on Match.** As a founding member of the Online Dating Association (ODA), Match is committed to providing a safe and confidential community for its members.
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