Match.com, the online dating service, has launched a new advertising campaign in London that seeks to show women their possible partners available on its platform. The strange campaign consists of a pop-up store that will have figures miniature printed on 3d seven singles chosen in Match.
The pop-up store, called Model Males, will be located in Marylebone until August 4. It will have several copies of each single 3D printed, each packed like a doll, with contact information and a short bio of the candidate in question inside. Visitors to the store will be greeted with a glass of prosecco, and will be able to read the characteristics of the seven men, including age, occupation and "best qualities." All while admiring their physical qualities by looking at their 3D printed counterparts.
The strange campaign was conceived by Match's advertising agency, Brands2Life, who collaborated with Mini You, an East London 3D printing specialist, to manufacture the miniature figures.
"There are still a lot of gentlemen out there and this is a way to give women the power and opportunity to find their own male role model to take home."
This campaign is at least Very aggressive and give a new meaning to man / woman-object. It shows us that there is still an important sector of our society in which motivations have not changed since time immemorial. It would be curious to see the response of society if the genders had been reversed.
Regardless, Match.com says it takes this new form of partner choice seriously and if the Model Males store is successful, it even considers opening more pop-up shops with more singles models available across the UK.
We leave you the video presentation of the campaign: