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CASE STUDY: Match.com run a live ad with ITV to build awareness

Provided by ITV
The unique idea of live ads created standout for Match.com and guaranteed publicity for the advertisements.

What was the Challenge / Background of the Campaign?

Match.com pioneered online personal advertising when it was founded in 1995. Match.com's current UK marketing campaign started in September 2005 with radio, TV and print activity, and was extended early in 2006 with the company's first foray into outdoor advertising. For the next stage of the marketing campaign, Match.com worked with ITV, media communication agency Monkey and creative agency Hanft Raboy & Partners to develop the concept of live TV advertising - something which had never been done before.

What was the Campaign Objective?

- Increase brand awareness. - Create standout. - Drive subscriptions to Match.com.

What was the Solution?

Match.com held 'auditions' to find two of its members - one male and one female - who wanted to appear live on television and explain why they deserved to meet someone special. The advertisements were filmed immediately prior to transmission in front of a studio audience and broadcast 'as live' in consecutive ad breaks on ITV1 on Sunday 6 August 2006, during Love Island. The live ad concept was backed up with extensive marketing activity, including a dedicated live TV ad website where people could upload 30-second audition clips.

What were the Results?

The live TV advertising attracted a great deal of press attention, both before and after it was shown. The viewing figures for Love Island were higher on 6 August than on previous days, and in the week after the live ads went out, Match.com experienced the third highest number of new subscriptions in its history. Indeed, the ad had paid for itself within 24 hours of being shown, and August saw the highest monthly registrations to Match.com, 3.5% more than the previous highest month.

What were the Key Learnings of this Campaign?

This unique idea in itself created standout for the brand and guaranteed publicity for the advertisements, "The Match.com live ad project was a fabulous success for us. ITV Commercial and Monkey provided a fantastic solution to our creative brief and demonstrated to us that TV could be used in new and exciting ways and still provide value" Sarah Drew, Acting Managing Director, Match.com.

BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsViewers of ITV's Love Island
16 - 24
25 - 34
Female
ABC1
TV
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBUILD AWARENESSPUBLIC RELATIONS
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