Jiayuan Dating Service DM FINDING YOUR OTHER HALF by J. Walter Thompson Hong Kong

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Industry Dating agencies
Media Direct marketing
Market Hong Kong SAR China
Agency J. Walter Thompson Hong Kong
Associate Creative Director Bobby Chiu
Executive Creative Director Sly Song
Art Director Jason Lam
Released February 2012

Credits & Description

Category: Ambient Media (Large Scale)
Executive Creative Director: Sly Song (JWT Hong Kong)
Group Creative Director: Barbara Fu (JWT Hong Kong)
Associate Creative Director: Bobby Chiu (JWT Hong Kong)
Art Director: Jason Lam (JWT Hong Kong)
Media placement: Guerilla Marketing - Shanghai City - 14 Feb 2012

Describe the brief/objective of the direct campaign.
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.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To introduce JiaYuan, we chose to launch the guerrilla 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.

Explain why the creative execution was relevant to the product or service.
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 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.
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 RMB2.5m. A majority of the public praised the campaign for its uniqueness and creativity, which helped enhance the brand image and also the business billings.