The Creative insight: There’s only one thing women can’t do alone – zip up.Two weeks before Tu B’av, during the busy July sales, we got into all of Mango stores in Tel Aviv (a popular fashion brand among young women). We added a JDate tag to every dress with a back zipper, calling them to make sure they have someone to zip them up on the upcoming Tu B’av.Women who shopped alone, could pull the tags to zip up their dresses by themselves in the fitting room. Plus, they all got one month of free subscription to JDate!

For Tu B’av, the Jewish Valentine’s Day, Israel’s leading dating website JDate, wanted to recruit more female subscribers. Their target was very specific: the single ladies of Tel Aviv.The problem is, Tel Aviv singles maybe long for love, and not ashamed to do it onilne – but they are very sophisticated, cynical and experienced with the dark side of dating. They don’t fall for promises of a dream relationship with Prince Charming. They’re also quite immune to traditional advertising.We realized we had to meet them in an unexpected place, and use an original insight that will make them smile while giving them something useful and relevant for single ladies.

- More than 300,000 women were exposed to the campaign in the stores.- 2,000 tags were taken from the stores.- During July, JDate’s traffic went up by 13%. Unique users grew by 14%. New subscribers rose by 15% - higher than any summer before!- The campaign was covered by trendy women’s magazines, and also created tremendous buzz among the fashion bloggers community in Israel, and in dozens of websites and blogs all around the world.

Every woman can relate to the insight. We may be very independent, but those tiny struggles with the zipper infront of the mirror always reminds us how much easier it is with a partner.Mango is a popular fashion brand among the target audience with high traffic, especially during July sales. Using the dresses’ zippers as a media, was an original and effective way to surprise women, in a place they hang out – by themselves or with girlfriends - and offer them a free subscription in the exact moment they needed a partner the most: trying to zip themselves up.