Match “goes the distance” with crowdsourced documentary ads

Dating company Match is launching an “industry first” documentary-style series of advertisements to promote its MatchAffinity.com relationship service.

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The “Going the Distance” TV campaign launches 1 February and will combine non-scripted documentary footage filmed throughout the month of January.

Real-life couple Mike and Alanna are currently travelling the country with a film crew, interviewing the public about the secrets to a long-lasting relationship.

They will be aided by suggestions made by fans on a dedicated Going the Distance Facebook app page and will report their findings on a blog, Twitter and through Facebook webisodes that will run in addition to the TV ads.

Head of relationships and UK and Ireland marketing director Katie Sheppard says there is no risk in broadcasting non-scripted ads with no actors because the Match audience would prefer to see real people.

She adds: “We receive hundreds of success stories and thank yous from our users every day. The best way of telling these stories is by letting these people tell them themselves.”

MatchAffinity.com suggests compatible relationship matches based on results of an in-depth affinity test and was added to the Match brand portfolio in 2005. It has over 10 million users.

Match says it has 50-60% of the UK online dating market share across its brands which include Match.com and Dating Direct.The campaign has been developed with Mother.

Mintel predicts the sector will be worth £150m by 2014.

Rival eHarmony also launched a portfolio of new TV ads last week, featuring British success couples.

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