Goodroom.Inc: Break-up insurance

Online lettings agent Goodroom introduced ‘break up insurance’ with a PR campaign to encourage more Japanese couples to live together before marriage.

Campaign details

Advertiser: Goodroom.incBrand: Goodroom.incAgency: DentsuCountry: Japan

Summary

With this PR campaign, by offering "Break-up Insurance", property rental site Goodroom helped Japanese people change perceptions of living together before marriage (based on insight study), and actually created an opportunity for Japanese couples to live together.

This new initiative, which aims to create an unprecedented new service and develop new users through earned media, rather than through traditional advertising campaign, very much succeeded in greatly raising the public recognition of Goodroom. As well as significantly increasing the number of visitors to the company's website,...

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