FINDING YOUR OTHER HALF

TitleFINDING YOUR OTHER HALF
BrandJIAYUAN.COM INTERNATIONAL
Product / ServiceONLINE DATING SERVICE
CategoryA01. Event & Field Marketing
EntrantJWT HONG KONG, HONG KONG
Entrant Company:JWT HONG KONG, HONG KONG
Sales Promotion/Advertising Agency:JWT HONG KONG, HONG KONG

Credits

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 Brief

With the rising singles population in China, our objective is to introduce JiaYuan, an online dating service.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.