The climax of the idea was to give two Match.com members the chance to find love and appear live on peak TV. Three consecutive solus breaks in “Love Island” were secured. The ads were shot immediately before transmission, with a live studio audience, then transmitted immediately live. Prior to this, contestants uploaded 30” pitch videos to a “Live Love” Match microsite. Other Match users judged the entries, with two winners reaching the final TV stage.

Video entries exceeded target by 23%. PR coverage featured in The Sun, The Daily Star and The Express. Highest ever month for Match subscriptions & highest number of new subscriptions via Google was achieved. MSN saw a 23% increase in registrations and a 39% increase in subscriptions. A massive success!