| Title | LOVE YOUR IMPERFECTIONS |
| Brand | MEETIC GROUP |
| Product/Service | DATING SERVICE |
|
Entrant Company
|
BUZZMAN Paris, FRANCE
|
|
Advertising Agency
|
BUZZMAN Paris, FRANCE
|
|
Media Agency
|
VIZEUM Paris, FRANCE
|
|
Production Company
|
LES TÉLÉCRÉATEURS Paris, FRANCE
|
|
Production Company 2
|
THE Paris, FRANCE
|
Credits
| Astrid Fockens-Lassagne/Karl Gregory/Jérôme Bourgade/Jessica Delpirou |
Meetic groupe |
Brand Directors |
| Georges Mohammed-Chérif |
BUZZMAN |
President and Creative Director |
| Thomas Granger |
BUZZMAN |
Vice-President |
| Julien Levilain |
BUZZMAN |
Associate Director |
| Tristan Daltroff/Louis Audard |
BUZZMAN |
Associate Creative Directors |
| Julien Beuvry/Sonia Dos Santos/Pierre Cognard/Guilhem Barbet |
BUZZMAN |
Assistants |
| Antoine Ferrari/Julien Liberge/Laura Seror/Alain Fernandes |
BUZZMAN |
Account Managers |
| Vanessa Barbel/Ayman Jaroudi/Pauline Couten |
BUZZMAN |
Production |
| Julien Scaglione/Loris Bernadini/Mickaël Mougenot |
BUZZMAN |
Social Media Managers |
| Alexis Armanet |
BUZZMAN |
Photographer |
| Vincent Lobelle |
BUZZMAN |
Director |
Brief Explanation
To benefit from this market explosion, the brand objective is to reassert the value of its leadership by a communication of rupture in order to face the consideration and modernity loss.
Nowadays, authenticity is deeply synonym of modernity. And thanks to its IRL events, Meetic is the only brand that could stands for true and authentic dating: it’s about real people meeting real people in real life.
Thus, the brand promise is about empowering singles to be in the best conditions to find the right person.
Starting from a strong emotional insight: “it’s by being yourself that you are in the best conditions to meet the right person », the big idea is born: « being yourself means being imperfect”.
And this is how Meetic has changed the rules of the online dating category with a clear differentiation line : being imperfect (Meetic), VS being at your best (market).
The Campaign
The dating market: a new market (created since 2001 in France), but already changing a lot and growing each year.
Few years ago, Meetic did the revolution by creating the online dating category… But the category leader is now becoming an uncool institution because of all the trendy newcomers like Tinder.
At the end, Meetic is not enjoying this increase of the dating market…
Creative Execution
A liberating signature that empowers singles has supported this insight: “If you don’t like your imperfections, someone else will”.
And then, to convey the #LoveYourImperfections message, a massive launch of the new signature (OOH teasing and reveal, long formats in TV and digital medias)
Followed by tactical formats to push the brand services (events and apps) : short TV formats, radio, OOH …
And by implementing the big idea to the product thanks to an imperfect box allowing the singles to share their imperfections with other singles.
60% of the new members have used the imperfect box.
Brand consideration: +15% (compared with the year before)
Business: +28% registration (for a same GRP, and compared with the year before)