Latest TVC campaign in Australia is a good example of the app that is dating method of showcasing the current truth to be over 50

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

UK-based Lumen may be the brainchild of previous relationship blogger and journalist, Charly Lester, and business that is french, Antoine Argouges, and it is a reply 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 early in the day this current year, and has now about 100,000 users locally.

This week, the brand name took the wrappers off its very first television retail in Australia, featuring the over 50s dance that is atlanta-based, Silver Classix Crew, doing a Tron party in Light-emitting Diode matches. In conclusion regarding the advertising views the eight-strong troupe eliminate their hats to show their faces and many years.

Lester stated the party group may be the embodiment of Lumen’s objective to shine a light for a generation that frequently feel underrepresented and invisible not merely within the dating sphere, but additionally in a wider context that is cultural.

Ahead of the TVC, Lumen happens to be spending mostly in billboard marketing, Twitter advertising and PR, using both a risqué and humour-based approach in its texting. The catchphrase was ‘get your mum off Tinder’ for example, in early advertising. In April, it was followed up by way of a regional advertising campaign featuring naked over-50s females holding campaign indications.

As the latest TVC is more thoughtful and slick than funny, Lester stated the most popular thread may be the aspire to fight ageism and highlight the newest normal of being over 50.

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

“We have inked lots of research, and I also speak to one hundred or higher users 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. This might be an issue that is global.

“You see extremely few over 50s characters on television or perhaps 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 media that 50 is not the finish, plus in reality for several, it is simply the begin of the journey of falling deeply in love with yourself and perhaps also another person.”

The dance troupe showcased into the latest TVC is very likely to be one of the tales Lumen makes use of in its brand name tasks to display just what it way to be over 50 today. Being a startup with tight spending plans, Lester said it is being targeted using its advertising programs, keeping an increased exposure of billboards, social and online partnerships with news brands such as for example Marie Claire and girl and Residence.

“We need certainly to test a whole lot and stay extremely strategic. Using this generation, there’s absolutely no rulebook to marketing for them and we’ve needed to rethink

playbook,” she said.

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

Another advantageous asset of operating a member-based software is the usage of a great deal of information that will additionally augment storytelling. For instance, Lumen people are able to select badges such as for example if they are vegan, or are drinking alcoholic beverages. These might be anonymised and converted into enjoyable and‘did that is light-hearted know’ insights, Lester stated.

No matter what strategies in play, Lester’s aspiration is always to make sure Lumen challenges the outdated stereotypes to be over 50.

“We want to be similar to anti-ageism. It’s a big win,” she added if I can get to a point where Lumen is recognised as a brand fighting ageism.