Category: Best Use of Ambient in a Promotional Campaign
Advertiser: JIAYUAN.COM INTERNATIONAL
Product/Service: ONLINE DATING SERVICE
Agency: JWT HONG KONG
Executive Creative Director: Sly Song (JWT Hong Kong)
Group Creative Director: Barbara Fu (JWT Hong Kong)
Associate Creative Director: Bobby Chiu (JWT Hong Kong)
Art Director: Jason Lam (JWT Hong Kong)
Media placement: Guerilla Marketing - Shanghai City - 14 Feb 2012
Describe the objective of the promotion.
With the rising singles population in China, our objective is to introduce JiaYuan, an online dating service.
Describe how the promotion developed from concept to implementation.
Besides traditional advertising, the client requested us to think of a more unique (but cost effective) advertising to introduce the JiaYuan online dating service to the singles in China. We tried to take advantage of the hot locations in Shanghai to deliver the message to our targets. As a result, we specially built a half umbrella as guerilla advertising this time. Also, we picked Valentine’s Day because it’s a day that evokes sympathy for singles.
Explain why the method of promotion was most relevant to the product or service.
The half umbrella literally promotes the idea of finding your other half. JiaYuan is an online dating service that matches singles together; a complete umbrella symbolises finding your perfect match. On Valentine's Day, we arranged for people to hold a custom-made half umbrella throughout the different high traffic locations in Shanghai with the message: 'Find your other half to weather life's ups and downs'. We picked Valentine’s Day because it’s a day that revolves around couples. With a QR Code printed on the umbrella, it directed people to download the dating mobile app on the spot.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The 'Half Umbrella' campaign successfully drew a lot of attention on Valentine's Day, creating buzz and discussion in different media channels, blogs, Weibo (the Twitter of China), local newspapers and even a TV show, earning media worth more than RMB2.5m. A majority of the public praised the campaign for its uniqueness and creativity, which helped enhance the brand image and also the business billings.