match.com: 'If Music Be the Food of Love, Sing On'

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New match campaign extends leadership of UK dating market

This campaign aims to capture that moment when you realise you have met someone you have genuine chemistry with

match.com, the UK’s best known dating site*, has today launched its new creative across UK television as part of its 2010 ‘Start Your Love Story’ dating campaign. This series of ads builds on the initial teaser campaign which launched over the New Year and featured the charming Jack and Jill icons telling modern, everyday, love stories.

The new 'duet' creative by Mother London is set in a music store on London’s Southbank and tells the story of a musical ‘conversation’ between two would-be dating partners. The film begins as a man in his mid-twenties enters a music shop and casually picks up an electric guitar. We also see a woman of a similar age browsing magazines and later looking at an electric piano. Unaware of each other, they coincidentally play a chord in unison. And, slowly, as they hear one another, they begin a duet. It is not until the end of the song that they make eye contact and, in this moment, the audience knows that this is actually a very first glance of a new love story. The advert closes by reminding the audience that to start their love story, they should visit match.com.

Shot by Academy Film’s directors Si and Ad, this creative aims to capture that ‘butterfly moment’ you feel when you first find someone special, reminding people how romantic it can be to meet your match. The dating advert is filmed using anamorphic lenses to give the look and feel of a movie and features hot new acting talents Amber Anderson and James Connelly in the starring roles. Amber is soon to star in director David Gordon Green’s new comedy Your Highness, starring James Franco and Natalie Portman.

The music running through the narrative is a bespoke piece created for match. Titled “Just like me”, the lyrics talk about the pair’s personal nuances, likes and traits, providing an interesting parallel to how people get to know each other dating on match.com and touch on some of the many reasons why we fall in love in the first place. It is backed by a simple piano and guitar accompaniment which are played by the two actors in the advert. A full two minute version of the track has been recorded.

The 60, 30 and 10 second spots will run across a number of UK satellite and terrestrial television stations with media buying handled by initiative. The 30s and 10s will be used to reinforce match.com’s success in the UK and will carry the line; ‘At match.com we’re proud that 160 members leave us every day… as couples**.’

Karl Gregory, UK Country Manager, match, said: “This campaign aims to capture that moment when you realise you have met someone you have genuine chemistry with. The moment you know that this could be the start of something, the start of a love story. In our experience, we’ve found that it is often the little things such as a shared interest or common love – like that of music - which sparks a relationship. Love isn’t a science, it’s an emotional connection and, with over 96%** of people on match looking to find a long term relationship, there has never been a better time to start your own love story.”

Mother London added: “This campaign is about getting back to the heart of what the category is really all about. From the tiniest shared moment right through to the boldest, most romantic gesture, love in all its guises is something we understand, talk about and even dream about through love stories. And it’s creating these stories that gets everyone at match out of bed in the morning. The new campaign centres around the very start of one of these love stories; the beautiful, almost indescribable moment when you both just know.”

This latest move builds on a successful start to the year with a 44% increase in communication between match members on the site in January. As the most trusted site in the UK**, over 7 million people have joined match in the last decade with 63% of people surveyed in LoveGeist*** saying they are prioritising love now more than ever.

Editor’s Notes
*Isurus April 2009 and TNS September 2009
**Ipsos-MORI 2009
*** The LoveGeist Report 2009 is the definitive study into love and relationships in the UK. Looking at the current UK love landscape, LoveGeist examines all areas of love and dating surveying 16,000 people, and also trends the future of love with opinion essays from leading experts in psychology, anthropology and relationships.

About match.com
match.com began with one simple mission: to help people find love. Today more than 160 members leave the match site every day as couples.

In the UK match.com is the most trusted dating site and since 2005 over 7 million have joined in their search for someone special. Based in London's Leicester Square, match.com is part of MEETIC, Europe’s dating leader.

As well as operating UK site http://uk.match.com/ match.com powers the dating services for MSN, Yahoo!, Penguin and Vodafone.

Contact:
For further information, please contact:
Vicky Gomes in the match.com press office at Edelman on 0203 047 2220 / or 07854 658 240 victoria(dot)gomes(at)edelman(dot)com

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Vicky Gomes
Edelman
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