Funeral plan provider Golden Charter is launching its first nationwide fully integrated consumer marketing campaign designed to show how its services ensure peace of mind and reduce stress during the highly challenging time of bereavement.
Headquartered in the West of Scotland, the company appointed five UK agencies – Flourish Marketing, Story, Grayling Communications, The Media Shop and ClickThrough – who have spent the past four months working together to devise, implement and launch the campaign, under the strapline “Planned by you. Sorted for them”.
The six-month campaign was devised under the project management of Flourish Marketing, and will target consumers over the age of 55, through a comprehensive programme of broadcast, digital and traditional media platforms.
This includes a new 60 second TV ad featuring a series of individual “family members” – prompting the viewer to consider the way each of them should be remembered after they are gone.
Developed by Story, the overarching creative platform of “Planned by you. Sorted for them” taps into the insight that the responsibility of arranging a funeral for someone else imposes a significant burden on families and loved ones – emotionally, mentally, and financially.
It flags up how this burden can be substantially alleviated by having a pre-paid funeral plan in place.
The campaign messaging, which is positioned in a sensitive yet positive tone, emphasises that with a Golden Charter funeral plan, you are not just taking care of your funeral; you are taking care of your family too. This proactive approach is aimed at underscoring the importance of planning ahead, highlighting the emotional and practical benefits of being prepared.
Story worked with Greenroom Films and award-winning director Michael J Ferns to bring the creative platform to life in brand and direct response TV ads, as well as creating the campaign’s radio, digital display and paid social campaign assets.
Meanwhile, international agency Grayling developed a print and digital PR strategy, which supported the overall creative platform. This strategy included commissioning new UK research to explore the attitudes, habits, and hurdles faced by UK adults regarding funeral plans and the benefits of addressing this conversation.
In addition, The Media Shop used multi-platform media buying to secure best value for Golden Charter. By utilising an optimal mix of broadcast, print, and digital platforms, it aims to ensure mass exposure and effectively target the 55+ audience based on their needs, values, and attitudes.
The final agency, ClickThrough, was responsible for leading on the digital performance of the campaign, handling organic and paid media and managing SEO and PPC to maximise online visibility and conversion rates.
Golden Charter chief marketing officer Jill Hood said: “This launch is the culmination of a lot of hard work, long hours and the occasional change of plan but what we’ve ended up with is a campaign that we’re truly excited about and which we’re confident will resonate with our target audience.
“Collaborating with multiple agencies brings a wealth of diverse perspectives and expertise to the table. This synergy not only enhances the creative direction and impact of the project but also ensures that all aspects are thoroughly examined and addressed. I’m really excited to see it all come together and to officially launch it across the UK.
“The campaign has been made all the more poignant for Golden Charter following the sudden passing of our CEO, Charlie Norman, at the end of August. It was under his direction, and ambition to drive a change in attitude among consumers around funeral plans, that brought us to where we are today.”
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