Ourtime and Steve invite singles over 50 to write their own destiny

The favourite dating site for singles over 50 is back with a new 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 which 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 

Art Director : Clara Petit 

Strategy Director : Laure Lagarde 

Agency Managers : Louis Tierny, Laureline Levy 

Production : Hamlet 

Director : Jaco Van Dormael 

Prod. Sound : Tranquille Le Chat 

About Steve

Steve is an independent creative agency founded in 2015 and run by Guillaume Lartigue, Grégoire Soufflet and Nicolas Lévy. It specialises in brand strategy, advertising and social media. In 2019, it achieved a gross margin of €4m, currently has 60 employees, was elected Independent Advertising Agency of the Year 2020. Steve is part of the 500 Champions of Growth 2021 list established by Les Echos and Statista. Its main clients are DisonsDemain, Netto, PicWicToys, the Bel group, Parc Astérix, ekWateur, etc. www.steve.paris - @Steveagency