Model Males impress the Drum Event Awards judging panel
We’re thrilled to finish the week with a nomination at the Drum Event Awards for our work with Match. The Drum Event Awards recognise and celebrate excellence in brand activation and for the first time this year the awards have broadened its focus to include the experiential element of the marketing mix.
Our Model Males campaign created with Match has been shortlisted in the B2C Experiential Brand Campaign/Event of the year category. With the rise of dating practices such as ghosting (vanishing without a trace) and breadcrumbing (leading someone on), we needed to show that single women could still find high-quality men on its site. Our answer was a pop-up shop, stocked to the brim with eligible bachelors. By using 3D printing technology, we turned seven eligible Match members into miniature action figures with their profile information featured on the packaging.
To truly put these bachelors on display we hosted a pop-up retail experience that ran for three days where single females could come and ‘browse’ the different men on offer through Match. Forty-seven pieces of coverage were generated in total, hundreds visited and thousands more viewed the experience on the bustling streets of Marylebone.
A one-minute showcase video of the Model Males campaign is available here.
Winners will be announced on 5 December and the full shortlist is available to view here.