What if commitment was the coolest thing we could bring back to online dating?
Match, the European leader in online dating, launched its new brand platform last year “Start Something Real” a pledge against the dating fatigue created by fast dating apps and a call to action for all singles to come back to an app that praises realness, authenticity and commitment in dating. This year, Match goes further showing not only real dates, but real relationships.
A study for Match shows that 45% of single women complain about the lack of commitment of other singles in modern dating. This is created by the over-choice and the illusion that the grass is always greener elsewhere, and can lead to meaningless connections and a lack of motivation to truly get involved in a growing relationship.
After bringing together 8 million couples over the last 18 years, Match is taking a stand with its new campaign: bringing back more commitment in online dating and celebrating singles that are willing to start real stories.
To achieve this, the campaign tricks the viewer by showcasing some sexy scenes that actually turn to be beautiful signs of commitment at the beginning of a relationship. This time is usually a key moment to show your love interest, that you’ve just started something real, through cute and genuine signs of commitment. So what looks like a strip tease, is actually a girl making room in her wardrobe for her partner. A sexy dance is actually someone lulling a baby, and some neighbors who seem to have a really good time are actually hanging their first picture together.
It’s a significant step for Match, who is portraying for the first time a key target: single parents. Indeed, 48 % of singles on the platform have children. We know it’s more difficult for them to start real stories and trust new people. We wanted to reassert that Match is the one dating app for them to start something real.
The campaign aims to celebrate singles who truly want to show their commitment, and demonstrate to everyone that sometimes, it’s even the coolest thing you can do in a relationship.
Directed by Truman & Cooper, this campaign will roll out in France, UK, Italy, Netherlands, Spain, Sweden and Norway. It is a 360° campaign that will air on TV, radio, social and digital.
“We are very happy to fuel our Start Something Real brand idea, with a new campaign that focuses more on our singles who are ready for real stories and ready to commit,” says Jérome Riviere, Brand & Consumers VP for Match.
Youri Guerassimov and Gaetan du Peloux, Executive Creative Directors at Marcel Worldwide adds “We are very proud of the team’s work and the creative result. The message this cam paign delivers has a particular resonance: in a society that values casual datin g and one -night stands, it feels good to tell the world that more serious relationships and commitment are as cool and sexy.”
CEO Match Group EMEA & APAC: Alexandre Lubot
CEO Meetic Croup: Matthieu Jacquier
CMO: Céline Boudiere
Brand & Consumers VP: Jerome Riviere
Global Marketing Manager: Julie Deffonataines
Senior Marketing Manager: Emelie Fauque
Digital Marketing Manager: Clara Lesaulnier
VP Business Line : Héloise DES MONSTIERS, Joanna PONS
CEO: Pascal Nessim, Charles Georges-Picot
Chief Creative Officer Publicis France: Anne de Maupeou
Executive Creative Directors : Gaetan Du Peloux & Youri Guerassimov
Creative Director : Clement Sechet
Art Director : Laura Aondio
Copywriter: Francesca Vitello
CSO & Managing Partner: Nicolas Levy
Associate Director: Sébastien Jauffret
Account Manager: Barbara Cruchet
Account Executive: Claire Sioufi
Senior Strategic Planner: Léoda Esteve
Junior Strategic Planner: Alexandre Honore
TV producer: Cleo Ferencz
Project Director: Eva Castrillo
Project Manager: Lola Vezant
Social Media Manager: Constance Bonardi
Social Art Directors: Audren Breux, Claire Lozach
Social Film Editors: Julien Hannedouche, Jinyun He
Motion Designer: Vincent Iweis
PRODUCTION COMPANY: INSURRECTION
Directors: Truman and Cooper
Producer: Valentine Gomes Ferenczi
DOP: Benoit Soler
Production Director: Alexis Fonvieille
Production Coordinator: Arthur Huerner
Post Production: FIRM
Post Producer : Eloise Rey, Coralie Duarte
Sound Production: SCHMOOZE
Producer: Greg Gallian
Sound Mix: Jean Luc Verschelde
About the Author
Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.