| Title | COMMITMENT IS SEXY |
| Brand | MEETIC |
| Product/Service | MEETIC |
| Category |
B01. Challenger Brand Strategy |
|
Entrant
|
MARCEL Paris, FRANCE
|
|
Idea Creation
|
MARCEL Paris, FRANCE
|
|
Additional Company
|
MEETIC / MATCH.COM EUROPE Paris, FRANCE
|
Credits
| Alexandre Lubot |
Match Groupe |
CEO Match Groupe EMEA & APAC |
| Matthieu Jacquier |
Meetic |
CEO Meetic |
| Sophie Ak Gazeau |
Meetic |
VP Markets Europe |
| Jérôme Rivière |
Meetic |
Consumer & Marketing Director Europe |
| Julie Deffontaines |
Meetic |
Marketing Manager Europe |
| Clara Lesaulnier |
Meetic |
Social Media Manager Europe |
| Héloïse des Monstiers |
Meetic |
France Market Director |
| Pascal Nessim |
Marcel |
CEO |
| Charles Georges-Picot |
Marcel |
CEO |
| Anne de Maupeou |
Marcel |
CCO Publicis France |
| Gaëtan du Peloux |
Marcel |
Executive Creative Director |
| Youri Guerassimov |
Marcel |
Executive Creative Director |
| Laura Aondio |
Marcel |
Creative |
| Francesca Vitello |
Marcel |
Creative |
| Virgile Lassalle |
Marcel |
Creative |
| Nicolas Levy |
Marcel |
CSO & Managing Partner |
| Sébastien Jauffret |
Marcel |
Associate Director |
| Léoda Esteve |
Marcel |
Strategic Planner |
| Alexandre Honoré |
Marcel |
Strategic Planner |
| Angelo Giordano |
Marcel |
Account Manager |
| Claire Sioufi |
Marcel |
Account Executive |
| Marine Borreil |
Marcel |
Project manager |
| Constance Bonardi |
Marcel |
Social Media Manager |
| Suzanne Pereira Dias |
Marcel |
Producer |
| Nathalie Turmel |
Marcel |
Producer |
| Christophe Gillon |
Marcel |
Model Maker |
| Olivia Garaud |
Marcel |
Motion Designer |
| Maxime Philippeaux |
Marcel |
Motion Designer |
| Vincent Iweins |
Marcel |
Motion Designer |
Summary
Our Match campaign “commitment is sexy” is a pledge from the historical leader of dating, to bring back commitment in dating and turn around its old-fashioned perception to give it some well-deserved coolness and sexiness. Our goal was to give Match a relevant and distinctive point-of-view in the category, that would be credible but above all, that could increase the brand modernity and improve its business. We achieved our goals both on the brand part, with the increase of every strategic brand items (modernity, distinctiveness, kind of members), and on the business part with a very good “intent to subscribe” result.
At the end, we brought back the brand into dating conversations and modern culture.
Please tell us about the challenger brand and how your campaign challenged / was different from your competitors
Match has been a leader in dating since 18 years. However, this last few years, it has been replace in the hearts of singles by more modern, free and easy-to use apps such as Tinder, Bumble, Hinge, Ok Cupid. The brand has become a challenger in the category it helped created. A challenger that lost its way trying to chase targets that was not the right ones, multiplying confusing functionalities to try to keep up with the user experience of competitors, losing its core belief and core strengths.
The contextual element of the “dating fatigue” gave us the opportunity to bounce back and reaffirming that we believe in commitment in dating, that our singles are committed to start real stories. This campaign was meant to reaffirm this point of view with, taking into account that commitment in dating needed a shift of perception to be heard and feel relevant again.