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

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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
Released November 2011

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: WEMATCH CONSULTING
Product/Service: ONLINE DATING
Agency: OGILVY & MATHER
Executive Creative Director: Wisit Lumsiricharoenchoke (Ogilvy & Mather Thailand)
Executive Creative Director: Nopadol Srikieatikajohn (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)
Senior Programmer: Nuthawut Somsuk (Ogilvy & Mather Thailand)
Senior Flash Programmer: Phuvadol Thongthavorn (Ogilvy & Mather Thailand)
Copywriter: Kris Garford Spindler (Ogilvy & Mather Thailand)
Integrated Designer: Saravut Kurupintsiri (Ogilvy & Mather Thailand)
Production Company: (Songmue Production Co.)
Director: Adisorn Mansak
Film Producer: Tatcha Ngamkala
Editor: Varakorn Ruetaivanichkul
Sound Production Company: (Lasalle Lab)
Media placement: - - - - -

Insights, Strategy & the Idea
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.

Creative 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.

Results and Effectiveness
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%.