The Guardian: Soulmates – Dating with a two track mind

The Guardian, a UK newspaper brand, launched innuendo-fuelled headlines on its dating section, Soulmates, to encourage sign-ups for like-minded people.

Campaign details

Brand: The Guardian Lead agency: OLIVER

Campaign Overview

Making daters see Soulmates in a new light, and different to the others.

Strategy

There was a need to communicate the distinctive Guardian-ness of Soulmates so the audience could see a middle ground between regrettable hook-ups and data driven matchmaking.

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