DisonsDemain "Create your own destiny"

The favorite dating site for singles over 50 is back with a new advertising campaign, with agency Steve, and it’s changing its message with a generational brand position.

Before, the brand relied on testimonials highlighting dating based on shared interests, a necessary step to reassure their audience when online dating was still in its infancy.

Today Ourtime (DisonsDemain in France) is aimed at singles who are more self-confident and more connected than ever, and who just need that little push to take the plunge.

The new campaign takes a much more generational approach than its previous communication. Create Your Own Destiny presents a vision of dating after the age of 50, anchored in today's reality. A reality which reveals a generation enjoying the best time of their life, feeling freer and more relaxed than ever. And above all, a realistic generation, no longer waiting for Prince Charming, but ready to take their love life into their own hands with Ourtime.

For the new film, agency Steve chose feature film director Jaco Van Dormael, known for his storytelling in films like Mr. Nobody and The Eighth Day, and his production company Hamlet.

The 45” brand film will be accompanied by films that showcase Ourtime’s specific features like video calls, interest filters, and events the brand organizes.

The TV, cinema, and digital campaign initially launched in December 2021 in France with films of 10”, 20”, 30”, and 40”. It is also running in other European markets where the brand is present: Spain, UK, Netherlands, and Italy.

CREDITS

Advertiser : DisonsDemain (Meetic)

CEO Match Group EMEA & APAC : Alexandre LUBOT

CEO Meetic Group : Matthieu JACQUIER

CMO : Céline BOUDIERE

Brand & Consumers VP : Jérôme RIVIERE

VP Business Line Seniors : Marion Graff

Senior Marketing Manager : Hortense CANEL

Junior Marketing Manager : Pau Esteve

Agency : Steve

Creative Director : Guillaume Lartigue

Copywriter : Lisa Videau