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Match.com Lures Women With Men Suffering From Bachelorism

bachelorism.jpg

For Match.com, Hanft Raboy has created a campaign that positions bachelorism as a disease with match.com as the cure. And, because so many men have some to Match.com for the cure, Match.com is promoting that fact to attract women to the dating site. It's an interesting twist on most dating site advertising which always targets the guy with images of hot women. This campaign is all dressed up like a medical campaign humorously urging women to check out the collection of men who have admitted to have bachelorism by explaining they are perfectly ready to lead a normal life as one half of a couple. You can check out the site here and three of the print ads here, here and here. (PDFs)

Written by Steve Hall    Comments (5)     File: Campaigns, Good, Magazine, Online     Jun-16-06  
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Comments

This might be a disease I'd like to hang onto. I've always had a phobia of bitchism.

Posted by: daniel on June 16, 2006 11:28 AM

You're wise, Daniel

Posted by: Angela Natividad on June 16, 2006 07:11 PM

This is a clever and humorous campaign. Was the creative done in-house or does Match.com use an external agency? If an outside agency, which one?

Posted by: Peggy on June 17, 2006 07:05 AM

Hanft Raboy & Partners in New York is Match.com's agency and they did this,

Posted by: Peppard on June 19, 2006 07:10 PM

Can you guys read? The first sentence of the article tells you who created this.

Posted by: Steve Hall on June 19, 2006 07:43 PM

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