Returning to the airwaves with a new national advertising campaign, Match.com, a leading online dating service, has launched a new advertising campaign, in part to promote its new Total Attraction Matching(TM) system. According to Match.com, this “proprietary system” incorporates powerful, scientifically-based personality profiling tools and the first and only physical attraction matching platform.
“We have always been in very close touch with our community’s wants and needs in an online dating service, and we’ve consistently invested in bringing them the best possible product,” said Melanie Angermann, vice president of marketing for Match.com. “Total Attraction Matching is not only the result of research and groundbreaking science, but it’s also a highly engaging, insightful and interactive process. And unlike any other online service, it combines both personality compatibility measures and elements of physical attraction, as research shows it takes both to create that all-important chemistry between two people. Our new campaign was the perfect vehicle to introduce Total Attraction Matching and its distinctiveness in the marketplace.”
Created by the Dallas-based Launch Agency, the 30- and 60-second television and 30-second network radio spots reflect a focused brand positioning that leverages Match.com’s technology, its community of more than 12 million members and almost a decade of experience in the category. Based on the customer-driven insight that there’s a special someone for everyone — it’s just a matter of discovering who it is — Match.com, through the campaign, offers singles looking for the right relationship the opportunity to find their perfect match. Underscoring this upbeat message of optimism and empowerment are cinematographic portraits of the wide range of potential “special someones” at Match.com, paired with a contemporary recording of the classic “Come and Get Your Love.”
“Finding love is one of life’s great thrills,” said Diane Seimetz, one of three principals at Launch Agency. “Last year alone, Match.com played a pivotal role in that experience for hundreds of thousands of singles who found the relationship they were looking for on the site. That story, and how Match.com is consistently able to deliver that kind of success, needed to be told.”
The campaign was launched on June 14, running nationally on cable television and network radio. To intersect the busy lives of the single audience, the new creative is airing on targeted outlets such as E!, VH1, Bravo and ABC Radio Network, among others. Units are also airing in high profile environments such as Joe Schmo 2 on Spike TV, Sex and the City on TBS and Nip/Tuck on FX.
In addition to the media buy, Mullen, Match.com’s media agency of record, has created opportunities to embed content on programs in order to elevate the Match.com brand by making it part of the lexicon in socially relevant environments such as VH1′s Best Week Ever and E!’s News Weekend Report.
“It seems everyone knows someone who met on Match.com,” claims Angermann. “We are excited by the prospect that the new campaign will add even more ‘someones’ to the success column.”
Launch was founded in 1999 by Michael Boone, Diane Seimetz and David Wilgus to assist in developing new brands and revitalizing mature brands. Clients such as dating giant Match.com, online supermarket GroceryWorks, travel site Hotels.com, gourmet hot spot eatZi’s Market and Bakery, Blockbuster.com were among their first successful efforts. In addition to the Star-Telegram, current clients include Rent-A-Center, Park Place Dealerships, and Pizza Inn. More information on Launch is available at www.launchagency.com.
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AAF National Conference
June 12 – 15
The Fairmont Dallas
Diane Seimetz, partner, Launch Agency
One of the three founding partners of Launch, Diane Seimetz set up shop as an “intrapreneurial” effort in 1999 at IPG agency Temerlin McClain Dallas. The group developed high-profile campaigns that successfully launched such new ventures as online dating Match.com, the Paris Hotel and Casino Las Vegas, American Airlines’ AA.com travel site, Rave Motion Pictures, and Groceryworks.com. Creative director and writer by trade, Seimetz started advertising life in 1986 at Tracy Locke, Dallas. Her subsequent nine-year tenure at Temerlin McClain included both brand planning and creative.
For more information on AAF’s national conference call 1-800-999-2231 or e-mail email@example.com.
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The Launch Agency, a Carrollton-based advertising agency, revealed today that it is their client, the (Fort Worth) Star-Telegram, which created a buzz across North Texas with teaser billboards.
The billboards, found on high-trafficked highways in Tarrant County, featured topical subjects with one unique, and mysterious, similarity: the letter “U” was missing in each word. The teasers included George Bush, Fuel Prices, Menopause, Utility Bills and Cowboys Stadium.
By leaving out the “U” in common news themes, Launch got commuters to focus on the missing letter. The implication is that “You” are missing local coverage about your community and interests if you’re not reading the Star-Telegram.
The new “It’s All About You” campaign highlights the Star-Telegram’s coverage of local news, sports and entertainment with its new style and format, designed to increase relevance and reader engagement without sacrificing substance.
“Our objective is to communicate to the Tarrant County resident that the Star-Telegram is truly the local pulse on stories of the day, timely information, area shopping and entertainment,” said Launch principal Michael Boone. “The Star-Telegram keeps the newspaper and online reader up to date on the things that are important to their lives. It’s all about you.”
In addition to the billboards, teaser ads have appeared in the Star-Telegram. The second phase of the campaign, the ‘reveal’, will include a TV commercial, online banners, new billboards and consumer print ads.
Launch Agency was founded in 1999 by Michael Boone, Diane Seimetz and David Wilgus to assist in developing new brands and revitalizing mature brands. Clients such as dating giant Match.com, online supermarket GroceryWorks, travel site Hotels.com, gourmet hot spot eatZi’s Market and Bakery, Blockbuster.com were among their first successful efforts. In addition to the Star-Telegram, current clients include Rent-A-Center, Park Place Dealerships, and Pizza Inn.
About the Star-Telegram
The Star-Telegram is a publication of The McClatchy Company (NYSE: MNI), the second-largest newspaper company in the U.S., with 32 daily newspapers and approximately 50 non-dailies. Among the McClatchy publications operated in Dallas/Fort Worth are DFW Real Estate Magazine, DFW Auto Finder, Indulge, DFW Job Connection and La Estrella.
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David Wilgus has won many of advertising’s top awards including CLIO, New York Art Directors Show, ADDYs and a host of international festival awards. But he may be most proud of being named the “Best Creative Director” recently by the Dallas Ad League.
“It’s a great honor. I’m also extremely humbled by it; Dallas has an incredible talent pool and I’m flattered to be recognized by my peers here” said Wilgus, a principal at the Launch Agency. Wilgus is one of a rare breed: he’s a native Dallasite, graduating Richardson High School and the University of North Texas. Wife Jeanne and his four children – ranging in age from 3 to 20 years old – are also Dallas born and bred.
Before forming the agency with partners Diane Seimetz and Michael Boone, Wilgus was in creative management at Temerlin McClain and Tracy-Locke, where he led efforts on such blue chip clients as American Airlines, Subaru, JC Penney, Bank of America, Frito-Lay, KinderCare and Paris Las Vegas accounts. The trio “launched” Launch in late 1999 to assist in developing new brands, and revitalizing mature brands. Clients such as dating giant Match.com, online supermarket GroceryWorks, travel site Hotels.com, gourmet hot spot eatZi’s Market and Bakery, Blockbuster.com and the Fort-Worth Star Telegram were among the company’s highly successful case studies.
Creative partner Seimetz also was nominated for a Dallas Ad League Eagle Award “Best Of,” as well as two of its clients: luxury car purveyor Park Place Dealerships and the Fortune 500 Rent-A-Center, based in Plano.
Wilgus is quick to cite his agency compatriots, clients and creative philosophy as major contributors to his success. “It’s our strong belief that it’s not about ads, it’s about the power of big ideas. Our passion is building brands that make a strong emotional connection with the consumer, and working with clients who share that passion. Consumer relationships consistently deliver proven business results.”
Wilgus’ most memorable local campaign was for GroceryWorks, one of the first web-based grocers in the country. “The convenience of ordering groceries online and having them delivered to your home was highly appealing,” explains Wilgus. “But we had to overcome the fear of ordering apples and steaks over the Internet. Through consumer research, it became clear that lowering the barrier to entry – rather than capitalizing on convenience, or dislike of grocery shopping – became Job One,” Wilgus continues. Working with photo illustrator Saxton Freymann to create whimsical fruits and vegetables in the shapes of octopuses and hummingbirds, Launch was able to communicate simplicity and freshness, winning the hearts and wallets of time-poor shoppers. Shattering early traction records with more than 85 percent awareness in the first four months, the award-winning campaign caught the attention of packaged goods giant Procter and Gamble, among others. The company was ultimately sold to Pleasanton, California grocery chain Safeway.
“Successfully launching and re-launching brands is a culmination of spot-on insight, years of experience and a constant flow of new thinking. I love it,” said Wilgus. Based on his latest accomplishment, it shows.
More information on The Launch Agency is available at www.launchagency.com.
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Launch Agency honored an art direction and graphic design major at UNT’s School of Visual Arts with two $1000 scholarships, in recognition of the students’ outstanding body of work. The awards were delivered Wednesday, May 9, 2007 at the School’s annual alumni event held at Dallas’ African American Museum,
There to present the award was Launch partner and UNT alumnus, David Wilgus. “We’re excited about the level of creativity and design coming out of the UNT School of Visual Arts and we want to help develop the talent in our own backyard,” said Wilgus. “By acknowledging and rewarding their achievements, we hope to inspire students to creative excellence, and make a positive impact on the caliber of graduates who will, in turn, positively impact our design and advertising community.”
This year’s Launch Scholarship recipients were Christopher King for design and Pierre Renold for art direction.
LAUNCH Agency brand insight, creative and digital was founded in 2003 by partners Michael Boone, Diane Seimetz and David Wilgus. The advertising agency is a nationally-recognized expert in competitively positioning and marketing fast-growth and mature companies. Clients such as dating giant Match.com, Paris Hotel Las Vegas, travel site Hotels.com, gourmet foodie hot spot eatZi’s Market and Bakery, children’s upscale salon Sweet and Sassy, and boutique NYLO Hotels are among their successful past launches and relaunches. Current clients include Sam’s Club, Park Place Dealerships, smart USA, premium dairy purveyor Promised Land Dairy, Frito-Lay, Children’s Advocacy Center of Collin County and others.
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Jessica Peterson, THE WASHINGTON TIMES
When Glamour’s May issue hit the stands featuring women with average bodies, Executive Editor Kristin van Ogtrap started receiving letters from tearful readers saying they had “never seen women who look like me” in a such a trendy magazine. “Readers just went bananas,” Ms. van Ogtrap said.
Successful women’s magazines are discovering that today’s reader wants more than sex advice or fad-diet plans. Instead of thin twentysomethings, they want to read about average-sized 30- or 40-year-olds who have led real lives.
Amy Gross, editor in chief of O magazine, which after two years in publication circulates at 2 million, says the secret is making an emotional connection with the reader. The name association with talk show host Oprah Winfrey did not hurt. “We are really talking across the board to a part of a woman’s spirit, of being interested in living her best life,” says Ms. Gross. “The magazine is about self-discovery, not self-improvement.” We started going from zero to 60 in no time flat because we had instant name recognition. We began with a woman whose name had instant significance. People had an idea of what she was and what she represents.”
O, which features a photo of Miss Winfrey on every cover, publishes a “mission calendar” with “31 ways to shake up the month,” along with book discussions and relationship advice. Missing are some of the past staples of women’s magazines such as the “must haves” for fall and the “50 ways to nab your man.” The market for women’s magazines is volatile; industry leaders such as Mademoiselle and Working Woman went out of print last year. O uses focus groups – who say they feel “empowered” after reading the publication – to sustain readership.
Diane Seimetz, partner in Launch Agency, an advertising agency in Dallas with clients who advertise to women, labels O and publications such as Real Simple and Lucky “women’s friends magazines.” “We’ve been talking a lot about this because women are so busy and don’t have the kind of time for friends that we used to,” Ms. Seimetz said. “These kinds of magazines have really become that kind of ‘friend.’ Lucky is the kind of friend that would go shopping with you.”
What women really want to read, said Ann Douglas – a writer who has produced 21 books on pregnancy and parenting and has free-lanced widely for magazines – is something that challenges the conventional wisdom of what it means to be happy and beautiful. She notices more women are choosing to read magazines like O and Redbook for spiritual and self-fulfilling advice. “I think that women are really starting to gravitate towards fun, sophisticated magazines,” she says. “What they want are articles that will help them to make meaningful changes in their life. We’re tired to death of the quick fix. We want lasting solutions.”
O, for instance, labels itself as the “women’s personal growth guide.” In the July issue, the theme is adventure. Readers are encouraged to “live the life of your dreams.” Ms. Gross says O appeals to members of both sexes, as men tell her they read their wives’ subscriptions. The publication, she adds, speaks largely to a shift away from trying to be the skinniest, the trendiest or the hottest. “On [Oprah's] show and in this magazine, real people are heroes,” she says. “It’s less about celebrities than any other magazine. We’re not impressed with someone because they made a movie or are a size 4. “We’re redefining happiness. I think we’re a comfort. I think women spend time with us and feel they are really doing something for themselves. It’s not empty calories.”
Glamour’s top editor agrees the key to attracting readers is creating a more accurate representation of women. “Women are getting bigger. We have larger readers now,” Ms. van Ogtrap said. “We’ve really turned up the volume in the last nine months on all-inclusive body-friendly content.”
Ms. Seimetz said she has noticed a shift away from fashion and sex-advice magazines like Cosmopolitan and Vogue because they use “thought-leading instead of thought-sharing.” “They tell you what the trends are as opposed to saying, ‘Hey, what do you think?’” she said. The top five circulating women’s magazines – Better Homes and Gardens, Family Circle, Good Housekeeping, Woman’s Day and Ladies’ Home Journal – give tips on “doing things better” rather than focusing on fashion trends, analysts say. The magazines also incorporate tips on home design and domestic how-tos, a trend Florida author and designer Kathy Peterson says keeps growing. “Home decorating is a big, big trend now and women tend to want to do it themselves rather than hire out the work,” she said. “Seems most every woman has a hidden ‘designer’ in them, and they are finally finding the courage and time to do it.”
Women still are looking for advice, Mrs. Douglas says, but they expect the content to provide a variety of different viewpoints. “I think we are much more free-spirited and much more in control of our lives,” she says. “We don’t want an expert being bossy. We no longer tolerate bossy experts telling us how to run our lives.” Parenting advice in particular has strayed from the traditional expert-driven content toward a more anecdotal approach, she said. “We respond much better to the sharing of women’s experiences,” she said. “Who are you going to trust more: a doctor who never had children or the mom next door who potty-trained four kids?” While Mrs. Douglas predicts that “light and fluffy” content always will have a place in women’s magazines, she says the values promoted by today’s generation of magazines will continue to sell. “It’s the stuff,” she said, “you talk to your girlfriends about.”