Match: Espresso Yourself

CHALLENGE
With countless online dating competitors, we need to drive share of voice for Match so it can continue to position itself as a market leader and remain relevant. Brands2Life were charged with appealing to 25-34 year old urbanites and showing that Match is a fun and effective way to meet the right people.

APPROACH
Building on our insight that for many singles finding a date fits into their everyday life and is as easy as ordering a coffee we decided to create a unique pop up coffee shop. ‘Espresso Yourself’, in Shoreditch’s Boxpark,  featured a menu of seven singles (six match members and one journalist from The Metro). Visitors were asked to choose one of the singles on the menu and after picking their preferred tipple they enjoyed a free coffee with the profile picture of their chosen single printed into the coffee’s foam using the latest 3D printing technology.

IMPACT
The campaign was a success, particularly in targeting the all important 25-34 year old urbanites. Over 40 pieces of coverage,  including a first person feature on Metro Online (as well as a Metro Facebook video with +15k views and counting). Time Out also visited the coffee shop to film, with the Facebook video racking up over 230k views in under 24 hours.

Other coverage included AOL, Glamour.com, Mirror Online, MSN, Sun Online and Yahoo as well as broadcasters with Capital FM discussing the pop up live on air.