For many singles, voting is a turn-on. OkCupid has been adding fire to those flames of desire. At the beginning of September, the dating site rolled out Voter 2020 badges users can place on their profiles to help selective singles search for civic-minded matches. Now, it's trying to get daters all the way to the polls with its integrated campaign that includes out-of-home, merch, digital and social components—much of which celebrates voters as "VILFs."
The new effort from Mischief @ No Fixed Address, the U.S. agency founded by BBDO vet Greg Hahn and Canadian shop NFA, comprises assets that unabashedly display that acronym (Voter I’d Like to Fuck, if you didn’t know) and asks citizens to “F*%# People, not America.”
In a spot that spoofs political attack ads, viewers are introduced to Trevor, a man who is seemingly sexy from his appearance and charity work, but when it comes to his voting status, he falls flat. Trevor, viewers see, is not a registered voter. “A-list looks can’t make up for d-bag values. America: Don’t be a Trevor,” says the film.
OkCupid is also giving out “VILF kits” to influencers, which contain VILF lawn signs, condoms, stickers, T-shirts and more. They will also be handed out at locations in Washington D.C. this week. The brand is also sharing posters across New York and Los Angeles that point out the states and cities that are far sexier based on its percentage of voting citizens. OkCupid will also share a video next week that begins as a makeup tutorial, but ultimately becomes a rally to get people to vote.
“Practicing your right to vote is the biggest turn-on to OkCupid singles today, which is why we launched our Voter 2020 badge this month. Now, we’re using VILF to bring it to life and encourage singles across the nation to register and vote this November, because there’s nothing sexier than exercising your rights to vote,” said Melissa Hobley, chief marketing officer at OkCupid in a statement.
In a survey conducted by the dating site, 76 percent of OkCupid users said their date’s political stance is important to them. The site also found that voters are 85 percent more likely to get messaged and 63 percent more likely to get a match.