Lumen CMO strives to really make the brand synonymous with anti-ageism

Latest TVC campaign in Australia is a good example of the dating application’s method of showcasing the current reality 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 market that is 50s.

UK-based Lumen could be the brainchild of previous relationship blogger and journalist, Charly Lester, and French company partner, Antoine Argouges, and it is a reply as to the the set consider to be always a dearth of suitable dating internet site and www.datingrating.net/escort/berkeley/ apps for the over 50s space. The business enterprise has quickly been developing it self internationally, selecting Australia as its test market earlier in the day this present year, and it has about 100,000 users locally.

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

Lester stated the party team may be the embodiment of Lumen’s objective to shine a light on a generation that frequently feel underrepresented and hidden not just 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 advertising, Twitter advertising and PR, using both a risqué and approach that is humour-based its texting. For instance, in very early marketing, the catchphrase ended up being ‘get your mum off Tinder’. In April, this is followed up by way of an ad that is local featuring naked over-50s ladies keeping campaign indications.

Although the latest TVC is more thoughtful and slick than funny, Lester stated the most popular thread could be the aspire to fight ageism and highlight this new 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 a large amount of research, and I also keep in touch with a 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. It is a international issue.

“You see extremely 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 is not the finish, as well as in reality for several, it is simply the begin of a journey of dropping in deep love with yourself and perhaps even some other person.”

The party troupe showcased within the latest TVC is expected to be one of the tales Lumen makes use of in its brand tasks to display exactly what it methods to be over 50 today. Being a startup with tight spending plans, Lester stated it is being targeted featuring 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 to test a great deal and start to become extremely strategic. Using this generation, there isn’t any rulebook to marketing for them and we’ve needed to reconsider

playbook,” she said.

As an offering that is app-based 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 wealth of information that will additionally augment storytelling. As an example, Lumen people are able to select badges such as for example if they are vegan, or are drinking alcoholic beverages. These could possibly be anonymised and converted into enjoyable and‘did that is light-hearted understand’ 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 become 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.