Co-op Funeralcare launches national advertising campaign
16 February 2016
The UKs leading Funeral Director, The Co-operative Funeralcare has this week launched a brand new national funeral planning advertising campaign.
The campaign will centre on Direct Response TV (DRTV) adverts – something the brand has never done before and the move is expected to encourage over 45’s to purchase a Pre-paid Funeral Plan to avoid leaving their loved ones to have to foot the bill as well as reduce the emotional burden of arranging a funeral.
The DRTV 30 second advert will run from 15 February until 13 March 2016 and will be broadcast to viewers on ITV, Channel 4 and across 33 Sky digital channels split across daytime and peak segments.
Furthermore, the Ad campaign will be supported by press advertising, direct mail and for the first time, the funeral provider will be running pre-roll advertising on You Tube.
Lorinda Robinson, Head of Marketing for Co-op Funeralcare said:
“Our new advertising campaign is different to what we’ve done before. We intend to raise a smile among consumers whilst prompting them to think about funeral planning in a different way. We want to help people understand the benefit of having a plan with the UK’s leading funeral provider highlighting the benefits of our Plan versus other providers.”
“We conducted consumer research to fully understand what works for consumers and tailored our messages in accordance with client feedback. This has resulted in bolder, braver messaging which helps to prompt consumers to think about planning ahead.”
The campaign was designed in conjunction with PSONA and can be viewed here: http://www.co-operativefuneralcare.co.uk/?gclid=CKnOyNuP_MoCFWHlwgodx3gDtg