ONLINE DATING FOR MATURE WOMEN 40+
RIKA YANO DU WEIPING CARLA CHICHARRO ZAPATA
MA ADVERTISING AND DESIGN DESN 5210M 2013 “EMOTION”
RESEARCH INSIGHT
MARKET ANALYSIS
TARGET ANALYSIS
PRODUCT ANALYSIS
Top dating sites in the UK based on their members
Use of online dating websites by age groups
Advanced search engine
16%
- Looks (ethnicity, height, eye colour, build, hair colour) - Age (25-79) - Relationship Status (single, in a relationship, married, unhappily married, separated, divorced, widowed) - Looking for (friendship, chat, relationship, fun, other) - Lifestyles (smokers, drinkers)
Zoosk.com
7%
12%
EliteSingles.co.uk
58%
Match.com
13%
eHarmony.co.uk
7%
Be2.co.uk
7%
MatureDatingUk.com
9%
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8%
4%
0XOWL ñLUW RSWLRQ
0% 35-44
lorem 45-54
55+
Socio-economic group & Marital Status IN A RELATIONSHIP
The revenues of UK Online Dating Market C2DE 41%
ABC1 59%
SEP
17%
ARA T
ED
160
Maturity
140
SINGLE 38%
120
Growth
100
Generation descriptions
80 60
45%
Introduction
40 20 0 2004
2005
lorem
2006
2007
2008
2009
2010
2011
2012
2013
2014 (proj)
Baby Boomers (1946-1964)
Early Generation X (1965-1973)
- Don’t retire at traditional age because they’re not ready to ¸SLH]L [OL WSH`PUN ÄLSK¹ - Educated, productive and still OLHS[O` /PNOLY PUJVTL
- Encountered harsher economic conditions upon JVTWSL[PUN ZJOVVS ;OL` ]HS\L MHTPS` ÄYZ[ )HSHUJL SPML MHTPS` ^VYR .YLH[LY ÄUHUJPHS YLZ[YHPU[Z
Interests - Social events, traveling, health care, NHYKLUPUN YLHKPUN +0@ HY[Z JYHM[Z - Some of them have been separated/ KP]VYJLK MVY ZL]LYHS `LHYZ 6[OLYZ HYL currently in a relationship but still fell lonely and \UOHWW` (SS VM [OLT KLZPYL [V TLL[ ZVTLVUL UL^ HUK [Y` UL^ [OPUNZ [V JOHUNL [OLPY SPML
Singles Events - Speed Dating - Singles Party - Professionals - Lock & Key - Race / Religion parties
Price Range
PROBLEM ANALYSIS
SWOT ANALYSIS
PROBLEMS
STRENGTHS
WEAKNESSES
- Niche market: dedicated only to TH[\YL ^VTLU TLU ;OL ^VTLU HIV]L JHU Ã&#x201E;UK TLU [OLPY HNL PU our website because itâ&#x20AC;&#x2122;s dedicated to mature people
- You have to register in order to see how the website works and the \ZLYZ PU P[
- The parent company is in the [VW VM VUSPUL KH[PUN ^LIZP[LZ So users trust it more than other companies and there are loyal J\Z[VTLYZ
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- Strong growth in the 45-54 age YHUNL - The 45-54 age group is characterized by high disposable income and adventurous attitude [V^HYKZ SPML 0U [OL <2 SHZ[ [OL SH[LZ[ `LHY MVY ^OPJO Ã&#x201E;N\YLZ HYL H]HPSHISL Z[H[LK [OH[ [OLYL HYL KP]VYJLZ WLY WLVWSL V]LY HUK per 1,000 people from other age NYV\WZ
- Ashamed of being discovered as an online dater by family HUK MYPLUKZ ;LJOUVSVN` PZ H OHUKPJHW MVY [OL VSKLY ^VTLU 5V[ ILPUN HISL [V Ã&#x201E;UK WLVWSL [OH[ OH]L VUS` [OL ZHTL PU[LYLZ[Z HZ `V\ HUK ZL_\HS WYLMLYLUJLZ -VY L_ .H` ^LIZP[LZ JOYPZ[PHUZ Y\NI` WSH`LYZ L[J
- Special single events are VYNHUPaLK MVY [OLPY \ZLYZ
OPPORTUNITIES
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THREATS 9LHSS` Z[YVUN PUKPYLJ[ JVTWL[P[PVU Meetic acquired other online dating websites and now holds 3 of the [VW [LU WSHJLZ - The market is in a mature stage HUK PZ OPNOS` MYHNTLU[LK ;OL [VW ten sites only account for around VM [OL [V[HS THYRL[ PU [LYTZ VM ]PZP[Z 6SKLY HNL NYV\WZ HYL UV[ HZ [LJO ZH]` HZ [OL `V\UNLY VULZ
CREATIVE STRATEGY
BENEFITS
EMOTION
1. MEETING SOMEONE NEW ;OLYL HYL THU` [`WLZ VM TLU PU 4H[\YL+H[PUN<R JVT 0[»Z [OLPY NH[L^H` [V ÄUK ZVTLVUL [OH[ JHU LUK \W ILPUN `V\Y WHY[ULY )\[ ILMVYL ÄUKPUN OPT `V\ JHU TLL[ H SV[ VM KPMMLYLU[ WLVWSL MVY KPMMLYLU[ YLHZVUZ <ZLYZ ^PSS UV SVUNLY MLLS HSVUL There are those who are different because of their looks, ethnicity but also because of their careers, for instance, businessmen, chefs HUK ÄYLÄNO[LYZ These women get the chance to meet the kind of men that they TPNO[ UV[ IL HISL [V TLL[ PU [OLPY L]LY` KH` SPML 2. USER FRIENDLY WEBSITE WITH ONLY MATURE MEN 4H[\YL+H[PUN<R JVT PZ KLZPNULK [V IL H \ZLY MYPLUKS` ^LIZP[L <ZLYZ JHU HSZV ÄUK H SV[ VM PUMVYTH[PVU PU [OL /LSW WHNL VM OV^ [OL website works and they also provide information about the security VM [OL ^LIZP[L 3. TRYING NEW THINGS As we mentioned above, MH[\YL+H[PUN<R JVT HSSV^Z \ZLYZ [V SVVR MVY WLVWSL ^OV ZOHYL [OLPY OVIIPLZ )` NL[[PUN [V RUV^ HSS [OLZL different kind of people, they could broaden their knowledge and try UL^ L_WLYPLUJLZ HUK KPZJV]LY UL^ HZWLJ[Z VM SPML
EXCITEMENT ex·cite·ment
ex·cite
- a feeling of eager enthusiasm HUK PU[LYLZ[ [OL Z[H[L VM ILPUN L_JP[LK L_JP[PUN HJ[P]P[` - a quality that causes feelings VM LHNLY LU[O\ZPHZT
- to cause feelings of enthusiasm in (someone) - to make (someone) feel energetic HUK LHNLY [V KV ZVTL[OPUN - to cause (a particular emotion or YLHJ[PVU [V IL MLS[ VY [V OHWWLU [V PUJYLHZL [OL HJ[P]P[` VM
UV\U CPR Z{[ TēU[C
transitive verb \ik-sït\
6\Y JHTWHPNU PZ IHZLK VU [OL LTV[PVU VM L_JP[LTLU[ ILJH\ZL online dating is not only the solution of not feeling lonely anymore but it is also the platform that will open up a new world for these TH[\YL ^VTLU ;OL` ^PSS KPZJV]LY UL^ [OPUNZ UL^ TLU HUK WVZZPIS` UL^ OVIIPLZ 0[ PZ [OLPY ZLJVUK JOHUJL [V MLLSPUN PU JVU[YVS HUK `V\UN HNHPU ;OL` KVU»[ RUV^ ^OH[ [OL` ^PSS ÄUK VU V\Y ^LIZP[L I\[ [OL`»YL LHNLY [V ÄUK V\[ ;OL`»]L SP]LK H YV\[PUL SPML HUK UV^ [OL` KVU»[ RUV^ ^OH[»Z NVPUN [V OHWWLU UL_[ )\[ [OL`»SS Z[PSS IL HISL [V JVU[YVS ^OV [OL` ^HU[ [V TLL[ UL_[ ;OL ÄUHS L_LJ\[PVU OHZ [V JVU]L` [OL TLZZHNL ¸6USPUL KH[PUN VU 4H[\YL+H[PUN<R JVT PZ L_JP[PUN¹ HUK VUJL [OL` [Y` P[ [OL`»SS RUV^ L_HJ[S` ^OH[ ^L TLHU
IDEA DEVELOPMENT
CONCEPT
INSIGHTS
PROPOSITION
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Find a man who has the same interests as you and learn new [OPUNZ ^P[O OPT
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OBJECTIVE Get mature women to go back into the dating world through 4H[\YL+H[PUN<R JVT
MEDIA STRATEGY OFFLINE: - Press release with an infographic of the research done about VUSPUL KH[PUN 4HNHaPUL HKZ
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EXTERIOR: 7VZ[LYZ PU I\Z Z[VWZ Z\I^H`Z HUK YHPS Z[H[PVUZ (TIPLU[ ¸9\ZZPHU KVSSZš SLM[ HYV\UK ZWV[Z ^OLYL [OLZL TH[\YL ^VTLU \Z\HSS` NV [V PU KPMMLYLU[ JP[PLZ VM [OL <2 -VY L_ /HPYKYLZZLY Z\WLYTHYRL[ N`T
FINAL CONCEPT Eva said goodbye to her husband to start over and get out VM OLY IVYPUN SPML :OL MLS[ YLMYLZOLK I\[ H SP[[SL IP[ SVULS` So months after, she got on an online dating service to try ZVTL[OPUN UL^ HUK L]LU TLL[PUN UL^ WLVWSL After checking the website, she realized that there was a lot of KPMMLYLU[ RPUKZ VM WLVWSL HUK NV[ KYH^U PU[V [OL ^LIZP[L ([ Ă&#x201E;YZ[ ZOLÂťK VUS` JOH[ I\[ SP[[SL I` SP[[SL ZOLÂťZ ILLU Ă&#x201E;SSPUN \W OLY schedule with different kinds of men who have taken her out to [Y` KPMMLYLU[ RPUKZ VM [OPUNZ :OLÂťZ ZH[PZĂ&#x201E;LK ^P[O OLY SPML HUK ZOL L]LU PTHNPULZ [OH[ ZOL TPNO[ LUK \W Ă&#x201E;UKPUN OLY ZV\S TH[L PU [OL ULHY M\[\YL
CONCEPT
FINAL CONCEPT
EXECUTIONS
ONLINE BANNERS
EXECUTIONS
BUS STOPS
SUBWAYS
EXECUTIONS
MAGAZINES
PRESS
EXECUTIONS
CINEMA