I love what Match have done with their recent TV ad; the story of real match.com members, Helen and Keith, going on their first date after meeting on the site.
The ad focuses on Helen’s story as she explains what it’s like to be on a date and what she looks for. Watch.
By providing us with a woman’s perspective as she goes on a date, they’ve nailed one of the golden rules of communication in a new age; make it real.
Re-creating real-life scenarios is brilliant advertising. Doing it for a dating brand is pure genius!
What’s Missing? [Digital Tips]
I get frustrated with brands that fall short in digital. In this instance, Match.com have.
While the ad concept is brilliant, it ends with the 30 second spot. It shouldn’t, not in the digital age. This was the perfect opportunity for the brand to own the “dating” conversation. Unfortunately they missed it.
While they do ask viewers (in the video description) to read more about Helen & Keith’s date by visiting http://advice.uk.match.com, it’s not enough, and an obvious after-thought. There are no comments below the video. and the provided link doesn’t even point to the story!
Match.com should have gone a step further by incorporating copy in the body of the ad to encourage viewers to join the conversation on Facebook and/or Twitter via a hashtag. This gives the ad life beyond the 30 second spot and can make their ad spend work harder.
To take it a step further, I would love to see Match.com tap into transmedia storytelling (narrating the story on multiple platforms) and maybe even use interactive advertising (choose a different ending style) to fuel the conversation even further.
I look forward to more of the same from Match.com but would encourage them to take on board my views, and also expand into other dating scenarios, including the male perspective.
Recommended Further Reading
Now it’s Your Turn
What do you think of Match.com’s storytelling advert? Share your views below…