Boulogne-Billancourt, 30th June 2008
In accordance with its strategy of segmenting its offer, MEETIC (MEET – FR0004063097), the European leader in online dating, today announces the launch of Meetic Affinity, its new matchmaking site.
The launch of Meetic Affinity meets a threefold aim:
- strengthening of the Group’s “offer segmentation” strategy,
- deployment of the matchmaking offer,
- maximisation of the efficiency of marketing investments via an umbrella brand strategy.
Strengthening of the Group’s “offer segmentation” strategy
The MEETIC group is the European leader in online dating. Fully aware that not all singles are looking for the same thing from a dating site, the MEETIC group caters for all of their expectations via a “dating” offer based around 4 pay services:
- Meetic: the Group’s traditional dating site
- Meetic Affinity: the Group’s matchmaking site
- Meetic Gay (Cleargay): the Group’s dating site for the gay community
- Meetic VIP: the Group’s “dating by invitation” site
Deployment of the matchmaking offer
Meetic Affinity is a site for people looking for a soul mate via an easygoing and hands-onapproach. Based directly on the success of Ulteem, the initial name of the French matchmaking offer, Meetic Affinity will let its subscribers check their psychological compatibility using a unique test developed by Meetic Affinity.
MEETIC currently estimates the European matchmaking market at around €100 million in 2008. In accordance with the strategy it presented at the time of the publication of its annual results, the MEETIC group intends to accelerate its acquisition of market share on the matchmaking offer. The Meetic Affinity offer, following its launch in France, will thus eventually be deployed across the countries in which the Group is present using variants – depending on the country – of the same umbrella brand strategy.
Maximisation of the efficiency of marketing investments via an umbrella brand strategy
Clearly identifiable as a service that is an integral part of the MEETIC brand whilst having a distinct positioning, the new Meetic Affinity name for the matchmaking offer developed by MEETIC will enable the Group to maximise the efficiency of its marketing investments.
In order to accelerate its increase in market share on the French matchmaking market, MEETIC will launch a major new nationwide advertising campaign on French television and billboards from 1st July. Playing on the service’s simplicity and effectiveness, this campaign will simultaneously highlight Meetic Affinity’s belonging to the MEETIC group, whose substantial renown is notably based on a proven track record in terms of quality of service, and the Group’s new offer on the matchmaking market.
Marc Simoncini, CEO of MEETIC, says: “In accordance with the strategy that we announced at the start of the year, and following a substantial amplification of our marketing efforts on the British and German markets, we are now deploying our matchmaking offer in Europe. We have spent over three years studying the expectations of Europeans and have looked at how we could design a complementary product to Meetic that would meet these expectations. In France, we have opted for the Meetic Affinity brand, which will enable us to benefit from MEETIC’s immense renown and brand image, and this from our first advertising campaign. At the same time, we are preparing the imminent launch of our new 2.0 editorial/community site for women, VIOO.”