Match.com Promo, Case study TAKUMI MATCH PROJECT by Hakuhodo Kettle Tokyo

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TAKUMI MATCH PROJECT

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Industry Website
Media Promo & PR, Case study
Market Japan
Agency Hakuhodo Kettle Tokyo
Director Takuya Sasaya
Creative Director Kazuaki Hashida
Producer Yuji Ojima
Photographer Hiroomi Nakamura
Released November 2011

Credits & Description

Category: Corporate Communication
Advertiser: MATCH.COM JAPAN
Product/Service: MATCH.COM
Agency: HAKUHODO KETTLE
Creative Director: Kazuaki Hashida (Hakuhodo Kettle)
Copy Writer: Takeharu Yoshioka (Hakuhodo)
Agency Producer: Toshi Morikawa (Hakuhodo Kettle)
Agency Producer: Mie Kanai (Hakuhodo)
Agency Producer: Shigechika Muto (Hakuhodo)
Agency Producer: Hiroshi Karino (Hakuhodo Products)
Planner: Jay Metah
Planner: Sayaka Sakata (Hakuhodo Kettle)
Director: Takuya Sasaya
Producer: Yuji Ojima (Hakuhodo Products)
Camera: Senzo Ueno
Camera: Masashi Asaoka
Camera: Tetsuya Kondo
Casting: Shu Oshimi
Casting: Mari Tsuneta
Web Director: Yuki Noguchi
Web Art Director: Ryuma Sato
Web Designer: Kumiko Kato
Photographer: Hiroomi Nakamura
Media placement: Event - Happoen - 23 June 2011
Media placement: Digital PR - Yahoo! News - 23 June 2011
Media placement: Digital PR - Yahoo! News - 10 November 2011
Media placement: Campaign Site - WEB Site - 23 June 2011
Media placement: Social Media - Facebook/Twitter - 23 June 2011
Media placement: Magazine PR - Glamarous - 15 November 2011

Summary of the Campaign
Goal: to acquire awareness, recruit members, and improve the image of match.com in Japan, in a very restricted environment. There are strict advertising regulations to limit the executions of its marketing activities. TV companies won't allow match.com to advertise, neither would newspapers nor magazines. We needed to clear up this misunderstanding and change this restricted environment by a PR method.

We launched 'TAKUMI Match Project'. 'TAKUMI' is traditional Japanese artisans and performers. They wish to get married but hardly have the time and opportunity to meet new people. So we supported artisans to hunt a spouse. We promoted this project into the media.

As a result, registrations on match.com increased and the consumer survey showed the image of match.com had improved. Finally, one of 5 Takumi got engaged through this project.

The Situation
Match.com is the world's No.1 online matchmaking service, but still has very low awareness in Japan. One of the biggest reasons is that online matchmaking services are considered to be malicious.

The crimes related to online matchmaking services are often committed in Japan. The news has a category called 'online-dating-services-criminal'.
Therefore, there are strict advertising regulations to limit the executions of its marketing activities. TV companies won't allow match.com to advertise; neither will newspapers nor magazines. We needed to clear up this misunderstanding and change this restricted environment via a PR method.

The Goal
To acquire awareness, recruit members, and improve the image of match.com in Japan.
The registration up by 5% (versus last year).
The image of 'earnest' up 10 points, the image of 'malicious' down 10 points.

The Strategy
We launched 'TAKUMI Match Project'. 'TAKUMI' are the traditional Japanese artisans and performers. They wish to get married but hardly have the time and opportunity to meet new people. So we supported artisans to hunt a spouse. This theme is very relevant for Japanese people and media.
We found that the real value of matching is 'succession'. If Japanese artisans cannot get married, it means that Japanese traditional technique and culture will be in danger of extinction. We supported them as part of a social issue, to protect their traditional Japanese culture from extinction.

Execution
Actually, 5 single TAKUMI were selected and we provided them with match.com accounts to support them to find a lifelong partner. We created promotional videos for each of them and published the videos online, on trains and in movie theatres. People who would get interested in 1 artisan could get in touch with him or her thorough their match.com account. Of course we promoted this project to several media and got a lot of publicity.

Documented Results
Registration of match.com increased by 13% (versus last year). The consumer survey resulted with the image of 'earnest' up 16 points, with the image of 'malicious' dropping 12 points. One of the largest publishing companies which didn’t allow match.com to advertise covered a story about match.com. Finally, one of five Takumi got engaged through this project. This news improved the image of match.com by far.