A new campaign created by French agency Marcel and Meetic based on quotes from seven ex-singles presents seven reasons why commitment leads to real relationships for dating site Match.com.
The work suggests that moving in together, sharing a toothbrush glass and searching for exotic holiday destinations can be highly desirable for couples, despite popular opinion that men are afraid of commitment.
A recent TNS KANTAR study for Match shows that 45% of single women complain about the lack of commitment of other singles.
In this fast era of dating apps, a lot of singles are constantly tempted to hook up with someone new, thinking the grass is always greener somewhere else. This leads to meaningless connections between people, unpleasant dating behaviours and an absence of commitment.
But in fact, many singles are still ready for a real story. They are willing to commit to their search for love, have the right intentions and are truly invested in their dates, which Match is positioning itself as a place for.
The campaign celebrates the often overlooked sexiness and cool side of commitment through the series of quotes promoting lasting relationships.
“This campaign is a statement from the brand to celebrate committed singles in dating. Our mission is to create a dating journey that’s worth it and help singles to Start Something Real,” said Jérôme Rivière, VP of brand and consumer for Europe. “The best way to do so is to connect them with singles that want the same thing.”
The work launched in Scandinavia, the UK and France across out of home, digital and radio and will roll out in the rest of Europe until this fall.