Latest TVC campaign in Australia is a good example of the app that is dating way 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 dating blogger and journalist, Charly Lester, and business that is french, Antoine Argouges, and it is an answer as to what the set consider to be a dearth of suitable dating website and apps for the over 50s space. The company has quickly been developing it self internationally, selecting Australia as the test market earlier in the day this present year, and has now about 100,000 users locally.
This week, the brand name took the wrappers off its very very very first TV advertisement in Australia, featuring the over 50s dance that is atlanta-based, Silver Classix Crew, doing a Tron party in LED matches. The conclusion regarding the advertisement views the troupe that is eight-strong their hats to show their faces and many years.
Lester stated the dance team may be the embodiment of LumenвЂ™s objective to shine a light on a generation that frequently feel underrepresented and hidden not merely within the dating sphere, but additionally in a wider social context.
Ahead of the TVC, Lumen was spending mainly in billboard marketing, Twitter advertising and PR, using both a risquГ© and approach that is humour-based its texting. As an example, during the early marketing, the catchphrase ended up being вЂget your mum off TinderвЂ™. In April, it was followed up by way of a regional ad campaign featuring nude over-50s ladies keeping campaign indications.
Whilst the latest TVC is more thoughtful and slick than humorous, Lester stated the normal thread may be the want to fight ageism and highlight the newest normal to be over 50. (more…)