The Guardian: Playing cupid for the ideologically suited

Guardian Soulmates, an online dating service, successfully differentiated Soulmates from the competition, and persuaded people in the UK that a liberal love, based on shared values, was something worth paying to find.

Campaign details

Agency: OLIVER

Guardian Soulmates is The Guardian's online dating service: It's where people go to meet like-minded people and make meaningful connections.

Now it was time to encourage single Guardian readers to sign up and pay for a more premium dating service.

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