The Brief

The objective is to introduce JiaYuan, an online dating service, to the rising singles population in China. Our targets are mainly customers who are single and looking for love.

Creative Execution

The 'Half Umbrella' campaign was an incredibly cost effective and visually impressive 'moving billboard' on the street. The headline 'Find your other half to weather life's ups and downs' can definitely grab the attention of the lonely hearts on the street, especially on Valentine's Day, a day that can evoke sympathetic feelings for singles. No other dating service has done anything like this before! JiaYuan, an online dating service, matches singles together. The half umbrella can perfectly deliver the message of finding your other half to the public.

Describe the creative solution to the brief/objective.

To introduce JiaYuan, we chose to launch the guerilla event on Valentine's Day, a day that can evoke sympathetic feelings for singles. At different high traffic locations in Shanghai, our half umbrella advertising created a huge contrast with lonely singles. We arranged talents holding a custom-made half umbrella with the message: 'Find your other half to weather life's ups and downs.' With a QR code printed on the umbrella, it directed people to download the dating mobile app on the spot. It also easily drew people's attention, especially singles, to read the message and spread it through social media.

Results

The 'Half Umbrella' campaign successfully drew a lot of attention on Valentine's Day. The half umbrella received many direct responses. Crowds took pictures and scanned the QR code to download the dating mobile app on the spot. Furthermore, it created 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.