Paktor Group's GaiGai has partnered with Mediacorp's Channel 5 to launch a brand new 12-episode series is set to premiere on 27 August 2018, titled Hungry for Love. The reality dating show will see three bachelors and three bachelorettes find their one true compatible match. Each bachelor and bachelorette starts off with three suitors and suitresses vying for their affections before finally rewarding their favourite suitor and suitress with a Dream Date.
Prior to each Dream Date, certified relationship managers and image consultants from GaiGai and Paktor Group's Fleek will provide guidance and personalised advice on a range of dating topics such as personal grooming, body language and dating etiquettes. In a statement to Marketing, Paktor Group's spokesperson said when Channel 5 first presented this idea, Paktor Group was confident that it was a proven formula for a reality TV series to work well with the brand.
Furthermore, Paktor Group felt the idea of bachelor/bachelorette has always been popular with local audiences. By marrying entertainment value from the dating reality show and the merits of GaiGai, Paktor Group feel that Hungry For Love will allow it to showcase its competencies as the largest dating agency in Singapore.
As a brand, Paktor Group hopes to tap on the TV show as an anchor for Paktor Group's Q4 marketing efforts and expand on the show to a 360 marketing campaign to effectively showcase Paktor Group as a modern and professional dating agency. Paktor Group will be looking to run a Hungry For Love promotion that entitles all members to discounts off dating packages. All marketing efforts, including print and online advertorials, TVC, OOH and digital ads, will run with a similar theme, visual and messaging.
Later this year, GaiGai has also partnered with One Faber Group to hold a two-day event, "Love in the Air", in conjunction with Singles' Day. Participants can expect a speed-dating experience in Sentosa cable cars, decorated to create a casual setting for singles. Additionally, interactive booths and games will be set up that aims to allow singles to connect in a "fun, comfortable and genuine environment".
Speaking on the business objectives of both campaigns, Paktor Group's spokesperson said the main objective for both campaigns is to increase awareness and build credibility for the brand. Paktor Group also sees this as a valuable opportunity for it to work with established partners and aim to have a halo effect on its conversions and lead generation.