Category: Best non-fiction program, series or film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
Advertiser: MATCH.COM JAPAN
Product/Service: MATCH.COM
Agency: HAKUHODO KETTLE
Creative Director: Kazuaki Hashida (Hakuhodo Kettle)
Copywriter: 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
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: Website - online - 23 June 2011
Media placement: Film - Marunouchi Line - 23 June 2011
Media placement: Film - Toho cinema - 23 June 2011
Campaign Description
To acquire awareness, recruit members, and improve the image of match.com in Japan, in a very restricted environment.
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 malicious.
Crimes related to online matchmaking services are often committed in Japan. The news has a category called ‘Online Dating Services Crimes’.
Therefore, 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.
Therefore, we needed branded contents that people want to watch themselves.
Effectiveness
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 launched a branded content called ‘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. Therefore, we supported these artisans in looking for a spouse. We promoted this project via the media.
As a result, registration of match.com increased and the consumer survey resulted in an improved image. Finally, 1 of 5 Takumis got engaged through this project. This news empowered this branded content much more.
Implementation
We found that the real value of matching is succession. If Japanese artisans cannot get married, it means that Japanese traditional techniques, and culture, will be in danger of extinction. We support them as part of a social issue, to protect their traditional Japanese culture from extinction.
We launched a branded content called ‘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.
Outcome
As a result, this branded content website got 123,964 PV for one month.
Registration of match.com increased by 13% (vs. 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 much more.