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.

Actually, 5 single TAKUMI were selected and we provided them with match.com accounts to support them to find a lifelong partner. We created promotional videos for each of them and published the videos online, on trains and in movie theatres. People who would get interested in 1 artisan could get in touch with him or her thorough their match.com account. Of course we promoted this project to several media and got a lot of publicity.

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.