THE SPLIT ADS CAMPAIGN by McCann Tel Aviv for JDate

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THE SPLIT ADS CAMPAIGN

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Industry Dating agencies
Media Direct marketing
Market Israel
Agency McCann Tel Aviv
Creative Director Shahar Filer, Yigal Hazan
Art Director Hagar Nachum
Copywriter Ami Alush, Asaf Zelicovitch
Released July 2010

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: JDATE
Product/Service: ONLINE DATING SERVICE
Agency: McCANN ERICKSON ISRAEL
Date of First Appearance: Jul 19 2010
Entrant Company: McCANN ERICKSON ISRAEL, Tel Aviv, ISRAEL
Vice President Creative: Tal Raviv/Eldad Weinberger (McCann Erickson)
Creative Director: Shahar Filer/Yigal Hazan (McCann Erickson)
Art Director: Hagar Nachum (McCann Erickson)
Copywriter: Asaf Zelicovitch/Ami Alush (McCann Erickson)
Vice President Clients: Ifat Wieder-Arad (McCann Erickson)
Account Director: Shai Almagor (McCann Erickson)
Account Manager: Matan Kaplan (McCann Erickson)
Graphic Artists: Yan Fedorov/Tal Barzilai (McCann Erickson)
Media placement: Print - Magazine - July 19, 2010

Describe the brief/objective of the direct campaign.
Our objective was to promote JDate, Israel's leading dating website and remind singles that their other half is only a click away.

Our target audience was advertising and marketing industry workers who usually invest most of their time in their careers and don’t have enough time to find a partner.

We decided to reach the working singles in their offices, with an engaging print campaign in Israel's biggest business magazine which is published once a year

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We took 20 pictures of couples and split them into 40 different ads, each ad invited the reader to look for its other half in one of the other copies of the magazines at the office. The first couple that completed a picture won a romantic weekend together.

Explain why the creative execution was relevant to the product or service.
We know that there are people who don't have time to look for a serious and meaningful relationship because they work too hard. Our insight was that your other half can be just around the corner, and all you have to do is raise your head and start looking for it.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With an innovative print campaign we managed to reach our exact audience, and made them get up from their computers in order to remind them that their other half is only a click away.

- Dozens of submissions within hours
- July JDate traffic jumped by 13%
- Unique users went up by 14%
- New subscribers went up 15%
- 1 couple won a romantic weekend and a chance to find true love