BACKGROUND: HERE is a quick snapshot of the campaign and what people are saying about it.

While dating via apps is nothing new, the landscape for singles is changing in real time to accommodate the ever evolving world of dating culture– how people date, dating behaviors (both good and bad), expectations and overall relationship goals. 

Match is now fully accessible to everyone (with a free version) and the app is fully primed for singles in the current climate. However, the brand continues to overcome emotional perceptions from the last decade that act as barriers to product adoption today, namely that there “aren’t people like me” on the platform, Match is/was “my mom’s dating site” and product barriers around paywalls and ease of use. In order to change this perception, they need to increase new high quality members on the product, and deliver them matches that resonate.

They launched the Adults Date Better platform in August 2021 to reframe perception around what they believe and who they’re for. The idea of emotional maturity is clearly resonating with singles, especially in this post-pandemic period, where time is valuable, priorities have shifted and there is very little room for BS when it comes to dating. Based on messaging they’ve tested, they’ve found that singles resonate more with the lighter nature of real-life adult dating behavior over the sometimes emotional, sentimental moments that deal with tougher issues. 

Our current campaign, Adults Wanted, launched in May of 2023, and brought a slightly different tone and a more in-your-face CTA to the ADB platform message. Designed like a bunch of vintage help-wanted signs, the OOH, transit and digital-focused campaign sang its siren song across NYC and LA: Lend us your go-to-bed-earlies, your two-way communicators, your matches who are not only smart but nice, and those who forego flower purchases for tampon runs. The message and copy lines are hitting hard and reactions across the board have given us the intel that this is resonating with our target.

Match App has been garnering attention on NYC & LA sidewalks with their "Adults Wanted" billboard campaign, which is a rallying cry for adult singles fed up with all the usual dating red flags, and who want to date like an adult. This means healthy boundaries, consistent communication and generally being a decent human. This campaign is anchored by clever taglines written in a custom font that channels vintage help wanted signs.

The goal of this project is to create some other witty, relatable taglines about modern dating as an adult, expanding upon these existing lines that have already been used as part of this campaign. The tonal messaging is driven by relatability, delivered with a little bit of a smirk. It's fun, in your face, and most of all relatable. 

Don't be afraid to push the boundaries, slightly. While it still needs to remain respectable, they aren't afraid to get personal, as you can see in their use of the copy line: "Forget flowers. Find someone who buys you tampons." Ultimately these should be driven from the frame of mind where you’ve played the games, know what you want and therefore would be a dream to date. What this means is that you're thoughtful, humble, and willing to help out your partner. 

Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.

 

TARGET AUDIENCE:

• Adult daters ages 30-49
• Emotionally mature singles

 

TONE:

• Bold, honest, relatable, clever
• delivered with smirk
• Fun, witty
• Relatable
• In your face

 

EXECUTIONAL MANDATORIES: 

• Do not use any brand names in your taglines.
• Please only include one tagline per submission. You can submit up to 5 tagline submissions total. 
• Do not use any vulgar language.

In order to be considered for this project, you must include the below materials in your submission. 

 

• TITLE (REQUIRED): Although this may be your actual campaign tagline, we recognize that it may be too short, so use this as a tagline or a title; whatever works for your submission.
  
  
• TAGLINE (REQUIRED): Tell us your actual tagline in 140 characters or less.

1. Creators of selected submissions must provide the standard Tongal W-9, Winner Affidavit, and IP Assignment.
   
   
2. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
3. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES - SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
4. You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
   
   
5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor, nor can Submissions contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
6. Limit 5 submissions per member.
   
   
7. You must be at least thirteen (13) years or old to enter.
   
   
8. The Sponsor reserves the right to repost the contest at their discretion.
   
   
9. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.