Eulogy!

• Consumers
• Businesses
• Everyone

Mortascreen

Deceased Mail Funeral

Objective

The Deceased Preference Service is a free consumer service to help stop unwelcome post addressed to a deceased beloved one and assist companies in combating deceased identity fraud. Eulogy! was asked to raise awareness of the service to consumers and businesses.

With PR as the only marketing activity, Mortascreen required a comprehensive campaign to:

• Raise consumer and business awareness of Mortascreen and the Deceased Preference Service 
• Increase consumer registrations online by 25% compared to the average monthly sign-up 
• Drive licence sales of the Mortascreen database, achieving at least eight sales as a result of the campaign
• Create a PR stunt to appeal to all national, regional, trade, broadcast and online media

Description

In order to gain the national media cut-through necessary to drive the consumer and 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.

In October 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. 

The fact that video clips of the funeral were posted by on YouTube by members of the public within one hour of the funeral showcases the originality of the campaign.

Implementation methods
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 national 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 which illustrated 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.

Results

• Consumer registrations increased by 35% against a client target of 25%
• 12 sales against a target of 8
• Achieved a sales-based ROI of 7:1
• PVE hit £578,950 against a target of £300,000
• OTS to exceed 35,000,000 – results 10% over target
• Delivered 123 including national broadcast