For the first time, Meetic, part of Match.com in Europe, is aiming its messaging at a key target: single parents. The company reports that 48% of singles on the dating platform have children.
The “If Commitment Is Your Thing” campaign, developed with Publicis Groupe’s Marcel, uses one overarching message that opens with what is thought of as a romantic moment before revealing two individuals who are actually engaged in mundane activities, such as hanging a picture on a wall or dancing with a baby.
Each snippet is designed to appeal to a core membership target, including the aforementioned single parents as well as same-sex and interracial couples.
Sample the work here.
“The message this campaign delivers has a particular resonance: in a society that values casual dating and one-night stands, it feels good to tell the world that more serious relationships and commitment are as cool and sexy,” stated Youri Guerassimov and Gaetan du Peloux, executive creative directors at Marcel Worldwide.
The campaign will roll out in France, UK, Italy, Netherlands, Spain, Sweden and Norway, airing across TV, radio, social and digital. Although Match.com also operates in the U.S., there is no current plan to introduce the creative in the region.