Age UK Enterprises, the charity’s commercial arm, is launching a summer direct marketing campaign designed to consolidate its position in the funeral plan market.
Comprising responsive TV, direct mail, branch posters and take-ones, the campaign has been devised by WPN Chameleon, and concentrates on the the theme of looking after family as the emotional reason for purchase.
The DRTV ad centres on the relationship between a mum and her grown-up son. It depicts her cooking him his favourite meal – fish fingers and mash – even though he has a grown up family of his own. The mum states: “Some parents leave their funerals to their kids but not me. It’s good to know my funeral is taken care of; he’s still my boy and I don’t want him to worry.”
Both the TV and direct mail will break this month and will be supported by posters and take-one leaflets in local Age UK outlets across the country. The funeral plan is provided by Dignity. Media planning and buying is by Medialab.
Age UK Enterprises senior marketing manager Hugh Eaton said: ‘We are very excited about the new creative work and how it emphasises trust and a quality product. There are many funeral plans on the market now, but some of them don’t guarantee to cover everything people would expect them to. Loved ones could be left with an unexpected bill to pick up. With the Age UK Funeral Plan this won’t happen, so it’s important that people make sure they know they are buying a plan from someone they can trust.’
WPN Chameleon business director Annette Thurgood added: “The richness of our insight inspired a theme that will resonate strongly with our target audience.”
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