Best practice from Eulogy! PR
Each year, in the UK, 59 million items of direct mail are sent to dead people and this continues to grow. Not only does this serve as a painful reminder to family and friends of the bereaved, prolonging the bereavement process, it also causes an unnecessary and harmful impact on the environment. It also reduces ROI for marketers and negatively impacts on brand perception.
Mortascreen holds a consumer database of over seven million deceased individuals with 50,000 UK deaths being added monthly. Brands use the Mortascreen database to remove deceased people from their mailing lists to both improve the effectiveness of their marketing campaigns and reduce the impact of deceased direct mail on the bereaved.
With PR as the only marketing activity, Mortascreen required a creative, integrated campaign that would contribute to the wider service objectives by increasing sales and registrations, thereby improving the efficiency of the product for businesses
- Increase monthly death registrations online by 25% compared to the average monthly sign-up. Results - registrations increased by 35%
- Drive licence sales of the Mortascreen database, achieving at least 8 sales as a result of the campaign. Results - 12 sales. Licence fees sell at between £5,000 and £10,000. Taking the lowest possible licence fee total (£60,000) vs. their investment it offers a sales-based ROI of 7:1
- Develop creative campaign to appeal to all national, regional, trade, broadcast and online media . PVE target: £300,000 - results: hit £578,950. OTS to exceed 35,000,000 – results 10% over target. Achieve 90 pieces of coverage – delivered 123 including national broadcast
• Marketing directors
• Database and direct marketing managers
• Direct marketing and advertising agencies
• Industry leaders
• C-level management – to push the debate up the corporate hierarchy
In order to gain the national media cut-through necessary to drive the business message, Eulogy! created a compelling high profile visual ‘stunt’ to raise awareness of the unnecessary distress direct mail causes when received by family and friends of a deceased individual.
Due to the emotive nature of death and bereavement the media stunt had to be both sensitive and compelling, making sure Mortascreen’s key messages could be communicated easily, not causing any offence.
On October 23, 2008 a traditional horse drawn funeral procession, complete with four walking mourners made a return journey across Westminster Bridge and Parliament Square and finally came to rest behind the London Eye. The funeral cortège contained a coffin filled with the amount of direct mail Londoner’s receive in one day addressed to deceased loved ones.
To ensure a broad media appeal, Eulogy! arranged for visually captivating photography and video of the event to be taken, with interviews of key spokespeople included. This extra collateral allowed for coverage in print illustrated with the images, in addition to coverage from dissemination of the video online, resulting in higher levels of coverage across traditional and online publications.
The fact that video clips of the funeral were posted by on YouTube by the target audience within 1 hour of the funeral showcases the originality of the campaign.
A high profile location was required. Westminster Bridge and Parliament Square were chosen as two of the most recognised London landmarks and the fact they would also have broad press and political appeal.
The Metropolitan Police, who were not involved in the campaign, bowed their heads and halted traffic to allow the cortege to continue its journey accompanied by four mourners dressed in black.
Eulogy! also compiled a UK ranking illustrating which areas received the highest rates of direct mail addressed to deceased people. This added a relevant regional angle to the story. It also served as another way of ensuring our London setting did not curtail extensive regional coverage.
• Executed stand-out, integrated campaign resulting in beautifully produced video and photographic content, which achieved coverage in key national, broadcast, trade and online media
• The campaign delivered real sales. Fee vs. sales ROI 7:1
• The campaign showed a return on investment of £1 : £68 (comparing fee with PVE return)
Jo Bell, Commercial Director comments,“Death still remains a taboo subject and has to be approached carefully and with respect. Eulogy!’s creative concept was exceptionally high risk but outstanding campaign planning ensured the execution was both compelling and achieved great results both in coverage and ROI. What’s more we could attribute real sales directly to the campaign worth many times our PR investment.”
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