SOMEONE TO ZIP YOU UP by McCann Tel Aviv for JDate

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Industry Dating agencies
Media Promo & PR, Case study
Market Israel
Agency McCann Tel Aviv
Creative Director Shahar Filer
Art Director Maayan Froind
Copywriter Sahar Lewenstein
Account Supervisor Tal Pe'er
Released July 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: JDATE
Date of First Appearance: Jul 17 2010
Vice President Creative: Tal Raviv/Eldad Weinberger (McCann Erickson)
Creative Director: Shahar Filer (McCann Erickson)
Art Director: Maayan Froind (McCann Erickson)
Copywriter: Sahar Lewenstein (McCann Erickson)
VP Clients: Ifat Wieder-Arad/Hagar Barzilai (McCann Erickson)
Account Director: Shai Almagor (McCann Erickson)
Account Supervisor: Tal Pe'er (McCann Erickson)
Account Manager: Matan Kaplan/Lee Spungin (McCann Erickson)
Media placement: Ambient - Atickets On Clothes - July 17, 2010

Insights, Strategy & the Idea
For Tu B’av – the Jewish Valentine’s Day – Israel’s leading dating website JDate wanted to come up with a campaign and recruit more female subscribers. Their target was very specific: the single ladies of Tel Aviv.

The problem is Tel Aviv singles may long for love, and are not ashamed to do it on the internet anymore – but they are very sophisticated, cynical and experienced with the dark side of dating. They don’t fall for promises of a dream relationship with Prince Charming. They’re also quite immune to traditional advertising.

We realised we had to meet them in an unexpected place, and use an original insight from the single world that will make them smile. We also wanted to give them something useful, some kind of utility that is relevant for single ladies.

Creative Execution
The creative insight: There’s only one thing women can’t do alone – zip up.

Two weeks before Tu B’av, during the busy July sales, we got into all of the Mango stores in Tel Aviv (a popular fashion brand among the young women of the city). We added a JDate tag to every dress with a back zipper, calling them to make sure they have someone to zip them up on the upcoming Tu B’av.

Women who shopped alone could pull the tags to zip up their dresses by themselves in the fitting room. Single or not, they all got one month of free subscription to JDate!

Results and Effectiveness
• More than 300,000 women were exposed to the campaign in the stores.
• 2,000 tags were taken from the stores.
• During July, JDate’s traffic went up by 13%. Unique users grew by 14%. New subscribers rose by 15% - higher than any summer before!
• The campaign was covered by trendy women’s magazines, and also created tremendous buzz among the fashion bloggers community in Israel, and in dozens of websites and blogs all around the world.