Chinese matchmaking site zhenai.com launches ad campaign on CCTV

The campaign includes a 15-second TV spot on CCTV featuring the "true love stories" of three couples who met and married after using the matchmaking service.  

Saatchi & Saatchi China won the Zhenai.com account last year, worth US$310,000 (RMB2,000,000).

Daisy Ching, managing director of Saatchi & Saatchi Guangzhou, revealed the campaign uses a "ROI approach to selling love, inspired by the style of advertising commonly used by FMCGs".

The campaign focuses on TV media as opposed to using digital elements due to its higher potential rate of returns.

Internet consultancy iResearch projects total revenue from China's online dating will expand from an estimated US$74 million in 2010 to US$290 million by 2015. 

Zhenai, which means 'cherished love' in Mandarin, ranks second place in the market with 21 per cent of sector revenue, tailing market leader Jiayuan's 44 per cent.

Third-place rival Baihe has 16 per cent of market share, while Marry5 takes the fourth position at 10 per cent.

Zhenai.com claimed to have 28 million registered members as of May 2011. According to Oppenheimer & C., the number of visitors to Chinese online-dating websites is expected to increase to 60 million by 2015.