With this PR campaign, by offering "Break-up Insurance," property rental site Goodroom helped Japanese people change perceptions regarding 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 succeeded in greatly raising the public recognition of Good Room and significantly increasing the number of visitors to the company's website, leading to 13% significant increase in rental applications. As such this approach is relevant to the IPRA.

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