Match Launches New ‘Start Something Real’ Campaign

Match has launched a new pan-European campaign, across digital, radio and poster. The online dating leader is developing its brand platform in partnership with its new agency WNP, around the signature ‘Start Something Real’.

The premise behind the campaign is to set the tone for dating in 2022, for singles who are more committed than ever to embrace authentic relationships, where singles can be themselves and find real love.

Match felt it was essential to show the authenticity of the relationships, so for the first time Match has chosen to feature real couples! Olivia and Guillermo, Claret and Lolita, Marc and Claudia, Facundo and Florencia, Lyvia and Yrgos, Josep and Albert: couples in real life and on screen.

On digital, two 20-second films set up the new brand platform in which Match gives viewers its vision of love in 2022: tired of one-night stands, singles want to live a real story which begins with the desire to commit and which is lived with intensity!

On radio, 3 30-second spots and 3 20-second spots take listeners inside the heads of singles: They share their thoughts and emotions until the moment when everything changes, when they are ready to commit, to love and to share together.

Finally, during January, Match will give travellers the chance to see its love stories with a poster campaign on the main streets of London.

Jerome Riviere, Vice President of Brand and Consumer at Meetic, said: “For more than 25 years, Match has reflected societal changes and adapted to the needs of singles in the UK. Today, more than ever, they want to start a real relationship that calls for commitment from both sides. With this new campaign, we are encouraging them to take that first step towards a long-awaited encounter.”

Eric Delannoy, Vice President of WNP, said: “This new campaign is resolutely international and very digital. Above all, it is the result of a real understanding of the expectations of UK singles as revealed by the superb consumer intelligence work carried out by our strategic planning.”