Title | FINDING YOUR OTHER HALF |
Brand | JIAYUAN.COM INTERNATIONAL |
Product / Service | ONLINE DATING SERVICE |
Category | A01. Event & Field Marketing |
Entrant | JWT HONG KONG, HONG KONG |
Entrant Company: | JWT HONG KONG, HONG KONG |
Sales Promotion/Advertising Agency: | JWT HONG KONG, HONG KONG |
Name | Company | Position |
---|---|---|
Sly Song | Jwt Hong Kong | Executive Creative Director |
Barbara Fu | Jwt Hong Kong | Group Creative Director |
Bobby Chiu | Jwt Hong Kong | Associate Creative Director |
Jason Lam | Jwt Hong Kong | Art Director |
Winnie Wong | Jwt Hong Kong | Account Executive |
With the rising singles population in China, our objective is to introduce JiaYuan, an online dating service.
Besides traditional advertising, the client requested us to think of a more unique (but cost effective) advertising to introduce the JiaYuan online dating service to the singles in China. We tried to take advantage of the hot locations in Shanghai to deliver the message to our targets. As a result, we specially built a half umbrella as guerilla advertising this time. Also, we picked Valentine's Day because it's a day that evokes sympathy for singles.
The 'Half Umbrella' campaign successfully drew a lot of attention on Valentine's Day, creating buzz and discussion in different media channels, blogs, 'Weibo' (the twitter of China), local newspapers and even a TV show, earning media worth more than RMB2,500,000. A majority of the public praised the campaign for its uniqueness and creativity, which helped enhance the brand image and also the business billings.
The half umbrella literally promotes the idea of finding your other half. JiaYuan is an online dating service that matches singles together; a complete umbrella symbolizes finding your perfect match. On Valentine's Day, we arranged talents holding a custom-made half umbrella throughout the different high traffic locations in Shanghai with the message: 'Find your other half to weather life's ups and downs.' We picked Valentine's Day because it's a day that revolves around couples. With a QR code printed on the umbrella, it directed people to download the dating mobile app on the spot.