Match Makes Commitment the Coolest Thing About 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 showed 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 out 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 neighbours 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” said Jérome Riviere, brand and consumers VP.

 

“We are very proud of the team’s work and the creative  result. The message this campaign delivers has a particular resonance: in a society that values casual dating and one-night stands, it feels good to tell the world that more serious relationships and commitment are as cool and sexy” said Youri Guerassimov and Gaetan du Peloux, executive creative directors at Marcel Worldwide.