OurTime

After Launch In France, Match Group Expands Over-50s Brand Ourtime Into UK

OurTime

The Match Group’s new brand for the over-50s market has now been launched in the UK.

The product, called Ourtime, was originally launched in France towards the end of May under the name DisonsDemain.

This launch came with a TV and radio campaign created by Buzzman that started broadcasting across France on 23rd May.

And the Paris-based independent ad agency has now expanded this campaign as the senior dating platform launches in the UK, which will air for the first time on 17th June.

Speaking about the campaign, Georges Mohammed-Chérif, CEO of Buzzman, said: “Through this campaign, we wanted to refresh the image of dating amongst the 50+, creating something light-hearted and humorous.

“The adverts bring this generation’s internal emotions and personality to life, showing adults behaving like teenagers.”

Ourtime aims to appeal to over-50s singles by offering a mix of online interest-based matching and offline “experience-led” activities.

These can be anything from “cultural outings, afternoon tea, group weekends and more”, according to the Ourtime website.

And with the launch, Match Group is expanding the reach of its artificial intelligence chatbot Julia, following the successful test and roll-out of the Lara Bot on the Meetic and Match UK platforms.

The Julia chatbot uses AI to engage potential users in a “casual and personalised” conversation to help singles easily set up their profile.

OurTime

The brand, which is now available in France, the UK and the US, is a strategy from the Match Group to target the considerable single senior market, which has become more open to the idea of using online dating platforms in recent years.

The global dating brand quoted TNS data that found 67% of British singles between the age of 50 and 65 were looking for a relationship, and Ipsos figures that said 44% of senior singles were interested in trying online dating, compared to just 22% in 2013.

Abbie Oguntade, Vice President of Northern Europe, Match Group, said: “As an industry leader we understand the needs of singles, and recognise that people do not tend to meet potential partners in their later life in the same way as they might have done when aged 18 or 30.  Despite this, the same excitement and anticipation remains and the new Ourtime service and ad campaign reflect this.

“We have seen a significant increase in the number of over 50s turning to online dating, and with the launch of Ourtime, we want to provide a dating service that works for them, and the way that they approach dating.”

In terms of pricing, Ourtime costs £39.99 per month if you sign up for one month, £24.99 per month for three months, and £19.99 per month for six.

Read more about the French launch of the platform here.