Match Unveils New Brand Positioning With an ‘Out-Of-Home’ Advertising Campaign

Match, the global reference in dating services, has unveiled a new brand positioning statement. Building on its “Start Something Real” umbrella, “Join a community full of keepers” encourages singles to embrace the qualities that indicate someone is looking for a long-term relationship.

This follows research from Match earlier this year, which revealed the top signs to look out for when searching for a “keeper”. Being a good listener topped the list, with just under half (47%) of all respondents favouring this quality in a person. This was closely followed by making you feel so comfortable that you can be yourself (46%); no desire to control you (44%), and being able to talk for hours about nothing in particular (40%).

To mark this new positioning, Match has launched an Out of Home advertising campaign, under the banner of “Your Ride to Real Love”. This has involved wrapping 200 taxis across London throughout the height of the summer months – July and August.

Jerome Riviere, Brand VP Match Europe comments: “We don’t shy away from commitment here at Match and we want to instil that feeling amongst our members. Through this campaign, we want to celebrate the personality traits that point towards the adventure of a real, long-standing love story.

“Summer felt like the opportune time to introduce this new positioning to our community of singles, while London’s black cabs were the natural fit to get our message out there, right across the city.”