Match.com Ramps Up Campaign To Boost UK Dominance In 2009
on: January 22, 2009, 7:52 am
Release Author: Katie Sheppard
Release Summary: New major marketing drive from match.com urges
singles to kick off the New Year with a to visit match.com rather
than just waiting for Cupid and Fate
Release Body: Match.com, the UK's biggest online
dating site*, is set to launch a multimillion pound nationwide
advertising push to ring in the New Year. The campaign follows
hot on the heels of a successful 2008 in which match.com achieved
a brand awareness double that of its nearest competitor**.
focused on tempting people to try online
dating and making it the new natural way to find a partner.
For 2009, match.com is focused on further extending its leadership
role in the UK through brand differentiation using ROI focused
marketing initiatives and an ongoing commitment to product innovation
to give members the best possible chance to find
new campaign sees the return of Cupid and Fate in a new role as
advocates for the match.com brand. The creative features the lazy,
comedic duo realising for the very first time that match.com is
doing their jobs too well. The hopelessness of both characters
simply amplifies match.com's strengths and benefits
such as; the original Six Month Love Guarantee, the brand new
personality test and that there are more single people looking
for love on match.com than anywhere else.
The campaign urges singles not
to wait for Cupid and Fate and visit match.com instead with half
the creative dedicated to promoting match.com's brand new personality
test. Formulated by world renowned anthropologist Dr Helen Fisher
the 'match insights' test is designed to help members find real
love by understanding their personality type.
Stockwood, International MD at match.com commented,
"We believe that love is too important to be taken seriously
which is why all our campaigns have a sense of humour. The new
campaign is entertaining and motivating, urging people not to
wait for Cupid and Fate in their quest for love and visit match.com
instead. There are now hundreds of thousands of match success
stories and we're looking forward to increasing that number in
2009 by providing the best possible experience and making match.com
the brand of choice for online dating."
The new 'Don't Wait For Cupid
and Fate' adverts consist of a series of 30" and 10"
spots which will run across ITV, C4, C5 and satellite channels
in heavy weight bursts across the year. The campaign has been
developed by match.com's long-standing creative agency hanft raboy
and partners (HRP), with media buying handled by Initiative. The
key demographic for the adverts is 25-34 year old women.
Once again up-and-coming actors
Glenn Hirst and Spencer Jones play Cupid and Fate respectively
and the campaign was directed by Nick Jones, from Another Film
Company, known for his work with top comedians Simon Pegg, Mitchell
& Webb and the 118 118 commercial campaigns with Emma Johnston
saw the launch of match insights, match.com's brand new personality
test. Designed by Dr Helen Fisher the test brings science to the
art of single
dating to the site for the very first time and it has been
completed by over 60,000 people already. To follow will be a premium
service for subscribers, 'daily insights' which delivers the very
best matches each day based on their personality type.
*match.com (including websites powered by match.com e.g. match
affiliates, MSN Dating and Personals and Yahoo Personals) is the
UK's leading internet dating site according to Nielsen Net Ratings'
measurements of unique visitors October 2008.
** Isurus brand study June 2008.
match.com is one of the original pioneers of online
personals when it launched on the Web in 1995 and continues
to lead this exciting and evolving category after more than a
decade. Throughout its 13-year history, match.com has redefined
the way people meet and fall in love and is credited with more
marriages than any other site. Today, more than 15 million people
around the world participate in the match.com relationship network,
providing a rich tapestry of ethnicities, interests, goals, ambitions,
quirks, looks and personalities from which to choose.
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