Match.com 'Rewinds' | Adweek
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Match.com 'Rewinds'

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NEW YORK Match.com's new campaign, "Rewind," aims to break down any lingering stigma of online dating, said Darcy Cameron, client vp, advertising and marketing.

Cameron noted that the previous campaign, "It's okay to look," which also featured ads with TV's Dr. Phil, aimed to break down some viewers' aversion to online dating. "Rewind" raises the bar by telling stories of couples who found love on Match.com. Three new TV spots (60-, 30- and 15-seconds), titled "Baby," "Vacation" and "Dating," feature couples of differing ages in various stages of relationships (one couple just had a baby, another is on vacation, etc.).

The spots retrace how each couple's "love story" began, posing the question, "How did it all start?" and concluding, "It starts with a look. At Match.com."

Match spent $92 million in measured media in 2006, and $145 million between January and October 2007, per Nielsen Monitor-Plus.

"'Rewind' ties into our current campaign but brings it to the next level," said Cameron. "The campaign is designed to show that the couple who met on Match are just like any other couple; they just met online."

The effort also highlights a new site function, "MatchMyFriends," which enables friends (or relatives) to fill out profiles for others, write testimonials, upload images and even pay for others to use the service. (Subjects must, of course, give their consent.)

The campaign, via HRP, New York, features TV, radio, print and online iterations. The print ads break in the Dec. 31 double issue of People. TV, radio and online ads launch Dec. 26.

Dallas-based Match, which was founded in 1995, is the largest dating site with 15 million members. Cameron said the membership is evenly split between men and women.