Match.com is looking to encourage Brits on the dating circuit to celebrate their flaws with its #LoveYourImperfections marketing push.
The campaign, which launched today (15 December), features a series of print and video ads, designed to encourage people to embrace their flaws and take the pressure off would-be daters to be “perfect”.
The campaign will start with unbranded teaser ads, which will run for two weeks on the London Underground. Each ad will ask people to call a number if they share a flaw similar to the one displayed. Curious callers will receive a free three-day trial on Match.com.
Branded ads will then run for a further three weeks, alongside a 30-second TV spot set to premiere on Christmas Eve. This will be the first of a series of ads showing people facing common dilemmas as they go on dates.
The first will show a man running late for his date and worrying that his chances are ruined. However, his date finds his tardiness lovable. An extended 75-second version will appear on YouTube.
Karl Gregory, country manager for match.com UK, said: “This campaign is a real turning point for us. We know that the prospect of going on a date with someone can be a little daunting and people often put pressure on themselves to come across as perfect. Our insights tell us that in actual fact, there is no such thing as perfect and there are many little ‘imperfections’ that people find endearing.”
The new campaign coincides with Match.com’s busiest season, as the holidays can often put relationships – or the lack of one – into focus.
“The festive season marks a particularly busy time for our category where meeting someone new is high on the priority list. With an increase in signups of around 40 per cent at this time, this is great timing to launch our exciting new campaign,” said Gregory.
“We want our new brand campaign to really challenge the UK’s perception of perfection so we are calling on the British public to change their idea of perfect for 2015 and celebrate their imperfections,” he added.
The 30-second and 10-second executions will run across a number of UK terrestrial and digital channels from 24 December until the end of January.