At first glance, you may almost think that this can only contribute to the funeral industry. Unfortunately this is not the case, unless of course you dare to be distinctive, know your target group and know how you can touch them in their hearts. Because let’s be honest, your own funeral is not exactly a subject that you would like to think about. But not thinking about it at all is not the smartest thing to do either. The question that PC Uitvaart – and many other funeral organizations – struggle with is how you can reach your target group where it comes to funeral arrangements and insurances.
That is a challenge to sink our teeth into. Together with media agency Zuiver, we worked out a campaign in which we directly addressed the target group, which was a bit different than expected, with recognizable texts. The campaign was rolled out to print, online, social, radio and TV.
Martin and Lewis was responsible for the strategy, concept and production of all campaign elements. Moreover, we gave PC Uitvaart a number of new insights based on their own data and applied this to this campaign.