Match.com Launches New Ad Campaign

(onlinedatingmagazine.com - June 16, 2004) Returning to the airwaves with a new national advertising campaign, Match.com, a leading online dating service, has launched a new advertising campaign, in part to promote its new Total Attraction Matching(TM) system. According to Match.com, this "proprietary system" incorporates powerful, scientifically-based personality profiling tools and the first and only physical attraction matching platform.

"We have always been in very close touch with our community's wants and needs in an online dating service, and we've consistently invested in bringing them the best possible product," said Melanie Angermann, vice president of marketing for Match.com. "Total Attraction Matching is not only the result of research and groundbreaking science, but it's also a highly engaging, insightful and interactive process. And unlike any other online service, it combines both personality compatibility measures and elements of physical attraction, as research shows it takes both to create that all-important chemistry between two people. Our new campaign was the perfect vehicle to introduce Total Attraction Matching and its distinctiveness in the marketplace."

Created by the Dallas-based Launch Agency, the 30- and 60-second television and 30-second network radio spots reflect a focused brand positioning that leverages Match.com's technology, its community of more than 12 million members and almost a decade of experience in the category. Based on the customer-driven insight that there's a special someone for everyone -- it's just a matter of discovering who it is -- Match.com, through the campaign, offers singles looking for the right relationship the opportunity to find their perfect match. Underscoring this upbeat message of optimism and empowerment are cinematographic portraits of the wide range of potential "special someones" at Match.com, paired with a contemporary recording of the classic "Come and Get Your Love."

"Finding love is one of life's great thrills," said Diane Seimetz, one of three principals at Launch Agency. "Last year alone, Match.com played a pivotal role in that experience for hundreds of thousands of singles who found the relationship they were looking for on the site. That story, and how Match.com is consistently able to deliver that kind of success, needed to be told."

The campaign was launched on June 14, running nationally on cable television and network radio. To intersect the busy lives of the single audience, the new creative is airing on targeted outlets such as E!, VH1, Bravo and ABC Radio Network, among others. Units are also airing in high profile environments such as Joe Schmo 2 on Spike TV, Sex and the City on TBS and Nip/Tuck on FX.

In addition to the media buy, Mullen, Match.com's media agency of record, has created opportunities to embed content on programs in order to elevate the Match.com brand by making it part of the lexicon in socially relevant environments such as VH1's Best Week Ever and E!'s News Weekend Report.

"It seems everyone knows someone who met on Match.com," claims Angermann. "We are excited by the prospect that the new campaign will add even more 'someones' to the success column."