What it had to solve
Dating platforms crowd the market, so Match wanted to stand out by doubling down on authenticity and spontaneity and celebrating the moment a connection becomes a relationship — while moving past an advert the ASA had banned for showing women as subservient to men.
The idea
Six couple stories each hinge on the moment you just know — with every pairing made possible by a different Match feature, from audio profiles to real-life events
How it works
WNP built 'Head Over Heels' around a cast of six couples whose films document the moment life changed forever, each showcasing how a different couple paired off thanks to Match functionality — audio profiles, video calls and real-life events. A one-minute hero film ran with shorter snippets, each focused on one couple and one service. On social, viewers were invited to 'twist' their phones while watching to mirror the moment life turns upside down.
What it did
No view or conversion figures were reported; the campaign ran across TV, radio and digital, with Match's VP of marketing Joanna Pons framing it as a celebration of the moment daters 'just know' they have met 'the one'.
Background
In February 2023 Match launched 'Head Over Heels', a brand campaign by agency WNP built around six couples and the moment life changed forever for each of them. Each film showcases how a different couple paired off thanks to Match functionality — audio profiles, video calls and real-life events — whisking viewers from first tentative exchanges to a deep and meaningful relationship.
The push aimed to stand out in a crowded market by doubling down on authenticity and spontaneity. 'We are living through unsettling times and our research shows that this is leading to more singles seeking the comfort of a real relationship,' said Joanna Pons, VP of marketing at Match. A social component invited viewers to 'twist' their phones while watching, reflecting on the moment their life turned upside down.
The Drum noted the campaign also marked a course correction: Match's previous advert had been banned by the ASA for showing women as 'subservient' to men. The new work broadcast across TV, radio and digital, led by a one-minute hero film plus shorter snippets, each focused on a specific couple and service to keep singles falling for Match.
Why it lands
Six small stories beat one big promise: the campaign demonstrates the product's actual features inside each couple's story.
The phone-twist mechanic makes viewers physically re-enact 'head over heels', binding the idea to a gesture.
It shows a brand recovering from a regulator's censure by changing what it shows, not just what it says.
What you can take
When every dating brand promises the same happy ending, own the moment before it: the instant someone decides this one is different.
Since then
No performance figures were given at launch. The campaign stood as Match's follow-up after its earlier advert was banned by the ASA for portraying women as subservient to men.
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