| Title | #LOVEYOURIMPERFECTIONS |
| Brand | MEETIC / MATCH |
| Product/Service | DATING SERVICE |
|
Entrant
|
BUZZMAN Paris, FRANCE
|
|
Idea Creation
|
BUZZMAN Paris, FRANCE
|
|
Production
|
INSURRECTION Paris, FRANCE
|
Credits
| ALEXANDRE LUBOT |
MEETIC |
CEO |
| EMILIE DE FAUTEREAU |
MEETIC |
Europe Brand and Communication Director |
| JÉRÔME BOURGADE |
MEETIC |
Brand Manager Europe |
| GEORGES MOHAMMED-CHÉRIF |
BUZZMAN |
President and Executive Creative Director |
| THOMAS GRANGER |
BUZZMAN |
Vice - President |
| JULIEN LEVILAIN |
BUZZMAN |
Associate Director |
| TRISTAN DALTROFF |
BUZZMAN |
Associate Creative Director |
| LOUIS AUDARD |
BUZZMAN |
Associate Creative Director |
| PIERRE COGNARD |
BUZZMAN |
Junior artistic Director |
| GUILHEM BARBET |
BUZZMAN |
Junior copywriter |
| RENAUD BERTHE |
BUZZMAN |
Strategic planner |
| JULIEN LIBERGE |
BUZZMAN |
Account Director |
| LAURA SEROR |
BUZZMAN |
Account Executive |
| ESTELLE LITTAYE |
BUZZMAN |
Account Executive Assistant |
| VANESSA BARBEL |
BUZZMAN |
Head of TV & Print Production |
| KATYA VIOLI |
BUZZMAN |
TV Production |
| AMELIE JUILLET |
BUZZMAN |
Head of Communication and PR |
| CLARA BASCOUL-GAUTHIER |
BUZZMAN |
Communication and PR Manager |
| VINCENT LOBELLE |
VINCENT LOBELLE |
Director |
| INSURRECTION |
Insurrection • Paris |
Production |
| THE |
THE |
Sound |
The Campaign
To launch the bold new and liberating tagline “LOVE YOUR IMPERFECTIONS”, the campaign message is: “If you don’t like your imperfections, someone else will”.
To express this big idea we needed something pedagogical to explain the benefit for consumers. It's about showing singles what imperfections can bring them while dating.?It encourages singles to feel good about their imperfections.?It demonstrates the brand’s capacity to empathise with existing and potential clients?It celebrates being single by helping change society’s expectations:
- drawing a positive portrait of Meetic singles: optimistic, confident, authentic, open-minded
- helping people accept and value their weaknesses in an optimistic way
At the end, this message celebrates imperfections through the eyes of others, so that we can accept who we are without needing to “cheat”. The tone is light and humorous to make meeting people and dating – a serious and emotive subject – seem less stressful.
Creative Execution
First, the campaign was launched with a disruptive outdoor campaign: the Imperfect campaign. 4 visuals with imperfections:
- Visual printed in reverse
- Body copy printed in reverse
- Body copy with typing mistake
- Printed image with a call to action button.
The campaign is broadcasted on TV, cinema, radio, D-OOH, VOL, social media.
It was followed by a TV, cinema and digital launch using long formats (1min & 45’’) and social media video formats (Twitter & Facebook).
Then, the campaign was extended through product formats to highlight the value for money.
Several short TV formats were broadcasted to boost the awareness of the services (events and mobile apps), also in display, OOH and radio.
In the meantime, the communications territory celebrating the imperfections was also present on various touchpoints: adwords, Instagram, homepage, CRM, brand content, PR...
By investing on authenticity and singles empowerment, the brand has re-established its societal modernity, regained in consideration (+15%) and had a 28% registration increase (for a same GRP, compared YoY).
And the imperfections are also relevant for new members: 70% of the new members have used the imperfect box (a tool implemented to the registration form letting the members indicate their imperfections on their profile).
Because a disruptive communication strategy focusing on singles empowerment is being broadcasted on all touchpoints in Europe, from ATL media, to CRM and even on the product itself
Meetic is a liberating brand, who has always focused on making it easier for people to meet other singles. A pioneer in the digital services with a profound influence on seduction habits.
We wanted to reconnect the brand with its DNA of social edge by empowering the singles to feel good with themselves.
Authenticity is a hallmark of modern society... except in the dating game where perfection and fake profiles are still ruling.?That is what we wanted to change by telling singles that they they are more likely to meet the right person by being themselves... which ultimately means by being imperfect.
An insight that completely disrupts the market codes and behaviour.
A liberating insight for singles under pressure from society.
An insight that values authenticity, difference and being yourself.
An insight that forms part of a strong cultural trend.