Jdate, A Blind Date Website, Is Promoting Mango Tagging.

Nowadays, single women have become a universal phenomenon. They have various titles.

In China, it is called "leftover women". Japan calls them "defeated dogs". European and American countries call them "Alpha girl".

Though different ways of calling, they share the same characteristics: generally 25~35 years old, decent work and high income make them very confident and independent.

"Write the code, kill the Trojan horse, turn over the fence, open up a good car, afford a new house."

This new declaration of women, which is popular in China, is also the best description of their independent life.

However, these are not in the eyes of JDate, a marriage website.

JDate is a website devoted to Jewish dating in Israel. In order to meet the annual Jewish Valentine's day, it hopes to start a Campaign and change the idea of these single women, so as to enhance the popularity and registration rate of the website.

The theme of the activity is "there are some things you just can't finish by yourself."

The purpose of this extremely simple appeal is to awaken those single women: when facing the things you can't finish by yourself, you really need a partner.

In general, the practice of an enterprise is to create an advertising film to exaggerate this kind of trouble through humorous techniques, so as to emphasize the importance of partners.

But JDate is trying to find a new way to achieve deep communication with the target audience through the creativity of the environmental media.

The first step is to find the target population.

Through the analysis of the consumption behavior of single women, JDate thinks that shopping is the main form of daily entertainment for the group.

They have great attraction for them.

So JDate chooses Mango.

The shop is the base of the whole activity.

The reason is that the Mango shop has a large number of light old women's style clothes, and there are many branches in the locals. Many single women are regular customers here.

Then JDate chose every single woman's troubles: trial.

It's hard to get a zipper on the back of a dress.

So it hangs a price tag similar to the advertisement on the back of every dress. It says, "there are some things you can't do (Some things you just can" t do alone).

The label allows these single women to pay attention to the label when trying on clothes. There is also a JDate free registration matching discount on the back of the label. Women can take this tag at any time and find the other half before Valentine's day.

Simple appeal, creative advertising form has made a good effect in this activity.

Data showed that at least 300 thousand of the exposure was found in Mango's exclusive stores, and activities were also reported by local women's magazines and websites.

More than 2000 tags were taken away by customers, JDate's website traffic increased by 13%, and new registered members 15%, far exceeding the previous promotion effect.

We see that the key reason for the success of the whole Campaign is excellent environmental media advertising creativity.

Environmental media has long been popular and has become popular in China.

This benefits from the different advantages of environmental media and traditional media.

First of all, environmental media has immersive experience.

Traditional media usually separates advertising contents from advertising carriers. For consumers, they can only receive advertisements by listening and seeing these two ways of feeling, and the role of advertising carriers is not prominent.

In contrast, environmental media is a form of advertising that is integrated with advertising content and advertising carrier. In unexpected time and place, it contacts consumers in an unconventional way, thus bringing a positive information reception experience.

In addition, this new creative form can easily become a news event that the media likes to report.

Thus this media creativity becomes a topic and an event to report.

Through television and Internet media coverage, the brand's exposure has been improved, so as to achieve 42 effects.

With the decline of traditional advertising influence, the next Campaign of the brand may try to jump out of the stereotype of traditional advertising, and use this kind of highly experienced media creativity to link consumers.