Ad of the Day: Match courts emotionally mature daters with wanted posters
The dating site’s outdoor activation adopts style of vintage ‘help wanted’ signs.
Match poster / Mojo Supermarket
Leaning into the feeling that online dating can be difficult, Match has launched an out-of-home campaign in the hopes of attracting emotionally mature adults looking to bring the fun and excitement back to dating.
Apathetic feelings towards dating often stem from emotional immaturity. Ghosting, catfishing and gaslighting are terms heard so frequently that singles are often left feeling deflated and disappointed.
In fact, according to the brand’s annual Singles in America study, less than half of young people felt excited or enthusiastic about dating, with 64% of online daters reporting they felt burnt out in their dating lives.
With this new push, Match wants to turn these negatives on its head with copy such as “Fall stupidly in love with someone who’s actually really smart”, “Get really naughty with someone really nice” and “Cross a borough for someone who won’t cross your boundaries”. The campaign hopes to attract daters who are looking to revive the joy dating can bring, but also aren’t willing to compromise on their green flags.
Locals in Brooklyn and Los Angeles will be able to see the ad campaign in real life.
Agency: Mojo Supermarket