Wematch.co.th Promo, Case study I QUIT YOU by Ogilvy & Mather Bangkok, Verve Public Relations

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I QUIT YOU

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Industry Dating agencies
Media Promo & PR, Case study
Market Thailand
Agency Ogilvy & Mather Bangkok
Director Adisorn Mansak
Art Director Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn, Keatnapin Sobhinnon
Copywriter Wikorn Rojarayanont, Nopparat Wattanawaraporn, Kris Garford Spindler
Editor Varakorn Ruetaivanichkul
Agency Verve Public Relations
Released November 2011

Credits & Description

Category: Best Use of Digital PR
Advertiser: WEMATCH CONSULTING
Product/Service: ONLINE DATING
Agency: OGILVY & MATHER
Agency: VERVE PUBLIC RELATIONS CONSULTANCY
Executive Creative Director: Wisit Lumsiricharoenchoke (Ogilvy & Mather Thailand)
Executive Creative Director: Nopadol Srikieatikajohn (Ogilvy & Mather Thailand)
Copywriter: Kris Garford Spindler (Ogilvy & Mather Thailand)
Copywriter: Nopparat Wattanawaraporn (Ogilvy & Mather Thailand)
Copywriter: Wikorn Rojarayanont (Ogilvy & Mather Thailand)
Art Director: Wisit Lumsiricharoenchoke (Ogilvy & Mather Thailand)
Art Director: Nopadol Srikieatikajohn (Ogilvy & Mather Thailand)
Art Director: Keatnapin Sobhinnon (Ogilvy & Mather Thailand)
Agency Producer: Kanang Wichitsakonkit (Ogilvy & Mather Thailand)
Agency Producer: Suparrerk Kulintaraprasert (Ogilvy & Mather Thailand)
Integrated Designer: Saravut Kurupintsiri (Ogilvy & Mather Thailand)
Senior Programmer: Nuthawut Somsuk (Ogilvy & Mather Thailand)
Senior Flash Programmer: Phuvadol Thongthavorn (Ogilvy & Mather Thailand)
Sound Production Company: (Lasalle Lab)
Production Company: (Songmue Production Co.)
Director: Adisorn Mansak
Film Producer: Tatcha Ngamkala
Editor: Varakorn Ruetaivanichkul
Media placement: DIGITAL PR - - 23 November 2011

Summary of the Campaign
WeMatch is an online exclusive dating service in Thailand. Our challenge was to promote WeMatch to be top of mind for their digital consumers.

Insight: When things are going well, there’s nothing like Facebook for sharing your stories of love. But what happens when the relationship ends and those sweet memories turn sour? Yes, you can eliminate your physical photos, but not the ones on Facebook. So, what if we give a chance to remove those photos in just a few clicks? That’s our idea. We created ‘I Quit You’, the one and only app that lets you easily remove photos of yourself and your ex. The app will search your photo albums for pictures of where you and your ex have been tagged together and then do the dirty work for you. Finally, it will share a revenge video on your wall and the destroyed photos of your ex.

Results: After launching the app we had 8,500 heartbroken individuals use it. Most women's magazines provided free press coverage, increasing the leads to WeMatch by 38%, and growing new memberships by 45%.

The Situation
WeMatch is an exclusive, online dating service in Thailand. During research we discovered that our consumers increasing shared their heart-warming stories of love on Facebook. Using this trend as inspiration, we asked ourselves the opposite: If people are sharing more stories online, what happens to all this public history when the couple breaks up? And after breaking up would they want their potential new soul mate to see their past?

The Goal
WeMatch wanted to drive new subscriptions, increase awareness while positioning themselves as top of mind for their digital consumers.

The Strategy
We found out that after breaking up, most people want to remove photos of their ex from Facebook. However, it’s an incredible time sink having to manually remove each picture one by one. To fill this space we created a Facebook app that quickly and easily removes these photos in a few clicks.

Execution
We created a Facebook application, ‘I Quit You’. It’s the one and only app that lets you remove photos of yourself and your ex in just a few clicks. We use face tagging technology to find and remove those photos, and a revenge video will then be generated from those photos and it will be shared on your wall. At the same time, the destroyed photos of your ex’s will be posted to his/her wall. We launched ‘I Quit You’ app on valentine’s day to make the campaign stand out and be differentiated from the usual sweet, romance associated with Valentine’s Day.

Documented Results
- 8,500 heartbroken individuals used the app.
- Most women's magazines provided free press coverage, increasing the leads to WeMatch by 38%
- New membership grew 45%