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 the Mango stores in Tel Aviv (a popular fashion brand among the young women of the city). 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. Single or not, they all got one month of free subscription to JDate!

- 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.