Latest TVC campaign in Australia is a typical example of the dating app’s method of showcasing the present day truth to be over 50

Gaining brand name synonymity with anti-ageism could be the big aspiration for co-founder and CMO of Lumen, a fresh relationship software for the over 50s market.

UK-based Lumen may be the brainchild of previous relationship blogger and journalist, Charly Lester, and French company partner, Antoine Argouges, and it is a reaction from what the set consider to become a dearth of suitable dating internet site and apps for the over 50s space. The company has quickly been developing it self internationally, selecting Australia as the test market previously this current year, and has now about 100,000 people locally.

This week, the brand name took the wrappers off its very first TV advertisement in Australia, featuring the over 50s Atlanta-based party troupe, Silver Classix Crew, doing a Tron party in Light-emitting Diode matches. The final outcome associated with the advertisement sees the eight-strong troupe eliminate their hats to show their faces and many years.

Lester said the party team could be the embodiment of Lumen’s objective to shine a light for a generation that usually feel underrepresented and hidden not just into the dating sphere, but additionally in a wider social context.

Ahead of the TVC, Lumen happens to be spending mainly in billboard marketing, Twitter advertising and PR, using both a risqué and humour-based approach in its messaging. The catchphrase was ‘get your mum off Tinder’ for example, in early advertising. In April, this is followed up with an ad that is local featuring nude over-50s females keeping campaign indications.

As the latest TVC is more thoughtful and slick than funny, Lester stated the normal thread could be the aspire to fight ageism and highlight the latest normal to be over 50.

“This is really a campaign against ageism – it is the ‘ism’ we don’t think is spoken sufficient about,” she told CMO during a call to Sydney this week.

“We have inked lots of research, and I also communicate with one hundred or higher people per and we know this group don’t feel represented day. Eighty per cent of Australians over 50 hate the marketing that targets them, and one-quarter feel underrepresented. It is an issue that is global.

“You see really few over 50s characters on television or in movie. The fact is 50 is not old, but the new 50 is not being reflected in the advertising or culture of today today.

“We wish to continue steadily to enable over 50s by reminding the main-stream news that 50 isn’t the end, plus in reality for a lot of, it is simply the begin of a journey of dropping in love with yourself and perhaps also another person.”

The party troupe showcased into the latest TVC is more likely to be one of many tales Lumen makes use of with its brand name tasks to display exactly what it way to be over 50 today. Being a startup with tight spending plans, Lester stated it is being targeted along with its advertising programs, keeping a focus on billboards, social and online partnerships with news brands such as for instance Marie Claire and lady and Residence.

“We need to test a great deal and get really strategic. Using this age bracket, there is absolutely no rulebook to marketing for them and we’ve had to rethink

playbook,” she said.

Being an app-based providing, Lumen has the capacity to see granular surges in task and subscriptions, offering it a means to raised understand the impact of advertising promotions, Lester stated.

Another good thing about managing an app that is member-based the use of a great deal of information that will additionally augment storytelling. For instance, Lumen users are able to select badges such as for instance if they are vegan, or consume alcohol. These might be anonymised and converted into enjoyable and light-hearted ‘did you understand’ insights, Lester stated.

Long lasting strategies in play, Lester’s aspiration would be to make sure Lumen challenges the outdated stereotypes to be over 50.

“We want become synonymous with anti-ageism. If i will reach a point where Lumen is recognised as a brandname fighting ageism, it is a large win,” she included.