Celebrating imperfections to empower singles
Match today announced the launch of the second phase of its #LoveYourImperfections campaign, following the successful rolled out in 2015. Continuing in its mission to give singles the confidence to express their true selves, the brand has built upon last year’s campaign by strengthening elements of authenticity and intimacy. The new adverts bravely reveal imperfections and quirks Brits normally hide, including messiness, wearing your socks in bed, being obsessively organised, glued to your phone and clumsy. All these are based on the insight that people truly connect with others when they are being themselves.
For two weeks from the 14th December, a ‘teaser’ billboard will appear on Great Eastern Street in Old Street, asking people ‘Are you Santa body ready?’ and featuring a belly created to look like one of the characters in Match’s new TV advert. The image being used to kick-off the campaign is designed to provoke a response from passers-by. By showing a physique that is not traditionally considered attractive but framing it in a festive theme, the brand hopes to encourage people to have a more positive attitude towards preconceived imperfections.
Once the two week period has come to an end, Match will be launching TV ads across all major commercial channels that will air for the first time on Boxing Day. Starting with a full-length 40 second advert that features Tom, the big-bellied man from the teaser ad; Pete, who wears socks in bed; and Emma, who has a tendency to be messy. It will also be the first advert from Match to feature a lesbian couple, in this case Emma and her date. The TV ads will be preceded by online media support of the ad across a variety of different platforms including Facebook and Youtube.
Match will also be running a number of shorter adverts highlighting the additional services that the brand offers, including its very popular singles’ bowling nights. The 40 second, 20 second and 10 second executions will run across a number of UK terrestrial and digital channels from December 26th.
Karl Gregory, Managing Director, UK & Northern Europe comments: “Our first campaign #LoveYourImperfections struck a chord with singles thanks to its true and liberating tone. This year, we’ve decided to go one step further, be braver and reveal imperfections that are even more personal reducing the pressure on singles and encourage them to start dating on match.”