China’s economic boost brings along changes in culture, values, lifestyles and expectations. The number of singles is currently 180m. With busy lives and small social circles, it is difficult for these young singles to find their match. They’ve never tried traditional dating services before because they find it embarrassing, so they end up failing to meet new people. We wanted to direct this population to a new solution, JiaYuan. JiaYuan matches compatible profiles to maximise a favourable result.On Valentine's Day, we arranged talents holding a custom-made half umbrella throughout the high traffic areas 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 evokes sympathy for singles. With a QR code printed on the umbrella, it directed people to download the dating mobile app on the spot. It also easily drew people's attention, especially singles, to read the message and spread it through social media.

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 RMB2,500,000. A majority of the public praised the campaign for its uniqueness and creativity, which helped enhance the brand image and also the business billings.

On Valentine's Day, we arranged talents holding a custom-made half umbrella throughout different high traffic locations of 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 evokes sympathy for singles. With a QR code printed on the umbrella, it directed people to download the dating mobile app on the spot. It also easily drew people's attention, especially singles, to read the message and spread it through social media.

The 'Half Umbrella' campaign was a tremendous success and 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 RMB2,500,000. A majority of the public praised the campaign for its uniqueness and creativity, which helped enhance the brand image and also the business billings.