USA dating site Match creates a bold outdoor campaign that takes a me first approach.
The dating app market is massive but also largely undifferentiated. That’s why this latest campaign from Match in the USA caught my eye.
Rather than promising to find ‘the one’, Match flips the conversation to encourage you to love yourself first.
Refreshing and bold, the copy writing is brilliant. It certainly brings the new proposition to life with cheeky statements such as;
“Do you, until you find someone worth doing”
“Because we know you care about what you put in your body”
While it’s certainly getting the brand lots of attention for standing out, it’s also comes across more relevant and authentic, especially for ‘adult’ target audience.
Whether Match actually does help you find what/who you’re looking for, I leave that to others to comment on.
Posters for the campaign have been spotted so far in New York and Los Angeles. Photos by Matt Lambert.
Michael is Managing Partner and Strategy Director at Truly Deeply. His deep expertise is in unlocking the strategic power of your brand to create a differentiated, compelling and authentic brand proposition that will engage all your audiences and drive your business growth. Michael has extensive experience working with leading Australian and International organisations across just about every sector.