In 2003, Match.com needed a buzz. The website alone just wasn’t getting it done. Instead of a buzz, we created a character, Margo. Conceived, written, produced and implemented over a twelve-month period, Margo has the look and feel of an animated short. Targeted to singles who’d shown an interest in online dating but who hadn’t been active on Match.com for 30 days, Margo proved a success. Over 50% of the target completed their profile.