launches campaign to promote new service

Dating site is launching a new television campaign to promote its MatchAffinity relationship service on Thursday (1 April).

MatchAffinity campaign

MatchAffinity differs from because the service suggests to registrants other committed single people with whom they are likely to be compatible. The compatibility is based on the results of the in-depth affinity personality test which all members take upon joining.

The ad, created by Mother London, shows a couple who realise their affinity for each other through a dance.

It is set in a shoe shop where, by chance, a man and woman tie their laces to each other. They make eye contact as they realise the mistake, and they begin to dance through the shop in perfect step. The advert closes by directing people to as a first step to a lasting relationship.

Karl Gregory, country manager, says: “We’re in the business of creating love stories and MatchAffinity is another way we can bring couples together.

“We’ve got 10 years experience in helping British singles find love, and our experience tells us that people look for it in different ways. Some like to search themselves whilst others prefer us to suggest people who they are likely to have a real affinity with and this is what the new creative aims to reflect. MatchAffinity will appeal to those who’d like more of a helping hand on their journey to a lasting relationship.”

The 30 and 10 second spots will run across a number of UK satellite and terrestrial television stations. Media planning and buying will be handled by Initiative.

The latest ad follows hot on the heels of the recent “accidental duets” spot showing a couple meeting in a music store on London’s South Bank.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here