Online dating site match.com is launching a summer TV campaign to target men for the first time. The ads carry the strapline “Too Many Women” to illustrate the fact that online dating is now a popular choice for women.
The new campaign has been created by US agency Hanft Raboy & Partners and will break in the UK on August 18.
They will air across TV channels including Sky Sports, Bravo, Setanta Sports and MTV. The TV spots will go live for two weeks in the UK, with media planning and buying carried out by Initiative.
Jason Stockwood, match.com’s managing director says: “This campaign illustrates the fact that online dating is now a very popular choice for women. Over 4.6 million people sign up to match.com in the UK alone to date marking, categorically, that online dating is now the new natural way to find love.”
The new ads will be used to complement match.com’s existing “Don’t Wait for Cupid and Fate” campaign.
According to match.com men were the first adopters of online dating and in the early nineties made up more than 70% of its customers base.