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Someone to zip you up

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  • JDate Someone to zip you up JDate Thumbnail JDate
  • JDate Customers browsing in Mango, JDate's retail partner for the campaign. JDate Thumbnail JDate
  • JDate Customers browsing in Mango, JDate's retail partner for the campaign. JDate Thumbnail JDate

Valentine's days are the perfect time of year for dating sites to advertise for subscribers to their services.  In Israel, the Jewish equivalent of Valentine's day (called "Tu B'av") occurs in July, which coincides with the end of season sales period for retailers.

JDate, a local dating agency decided to take advantage of the fact that the sales period means increased traffic in stores, and so teamed up with clothing chain Mango in an inventive in-store promotion partnership.

Like all the best ideas, JDate's idea was simple: To provide assistance in the one area that Israeli women still needed help - zipping up the backs of their dresses. JDate provided this assistance with the use of specially branded tags which acted as a coupon for a free one month subscription to the dating site. The tags helped single women zip up the clothes they tried on - meaning that JDate could help single women find a date, and an outfit. The tags were removable, in case customers decided they already had the perfect outfit.

The activity ran for the two weeks immediately prior to Tu B'av, and more than 300,000 Mango customers were exposed to the campaign nationally. 2,000 tags were taken by customers and JDate saw traffic for this period increase by 13%, with new subscriptions increasing by 15% - a new high for the summer period.

The activity was also covered heavily in fashion magazines, blogs and social media networks.

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July - July 2010
McCann Erickson
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