| Title | FINDING YOUR OTHER HALF |
| Brand | JIAYUAN.COM INTERNATIONAL |
| Product / Service | ONLINE DATING SERVICE |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | JWT HONG KONG, HONG KONG |
| Entrant Company: | JWT HONG KONG, HONG KONG |
| 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 |
The 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. We picked Valentine's Day because it's a day that evokes sympathy for singles. It creates 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.
On Valentine's Day, we arranged talents holding a custom-made half umbrella throughout different high traffic locations of 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 evokes sympathy for singles. 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.
China's economic boost brings along changes in culture, values, lifestyles and expectations. The number of singles is currently 180 million. The targets are Chinese singles who are looking for their other halves. With busy lives and small social circles, it is difficult for these young singles to find their match. They've never tried traditional dating services before because they find it embarrassing, so they end up failing to meet new people. They need a solution outside of traditional dating services and they've never thought of resorting to online dating services before. We wanted to direct this population to a new solution, JiaYuan. JiaYuan matches compatible profiles to maximize a favorable result. We picked Valentine's Day because it evokes sympathy for singles. At different high traffic locations in Shanghai, our half umbrella ambient advertising created a huge contrast with lonely singles and drew awareness for JiaYuan.