Mattr Launches Authentic Dating Campaign Across London
Mattr has launched its first-ever real-world advertising campaign in London, specifically focused on London Underground advertisements alongside “wold posted” posters across the city. The campaign emphasizes the app’s “date different” ethos, encouraging users to embrace intentional and meaningful connections, using slogans like “less emojis, more emotions” and “less swipe, more swoon”.
While straightforward as marketing material, the visually-striking posters are Mattr’s first step into becoming a more mainstream name as a dating app, and directly targets the frustrations that users may have with conventional dating platforms going into 2025. As co-founder Francesca Johnston explained, “People are tired of the popularity contest that dating apps have become. Legacy dating apps have created a world in which we must navigate with a strict set of rules and processes to follow, often at the expense of our mental health.”
Johnston feels that “Mattr intends on ripping up the rule book by encouraging you to be you, supported by honest-promoting features in a judgement-free space”. This campaign is meant tohammer that point home, and to hopefully raise brand awareness for Mattr among a larger-scale London audience – including people who may be using a less-than-ideal dating app just because they’ve never heard of any other good options.
The campaign was created in partnership with Havas London, with the flyer posters being distributed by the wild posting company Uncle. This combination of professional London Underground ad placements and off-the-cuff poster-spreading could make a big difference to how Mattr’s audience might grow in the next few weeks.