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Life experience the key in Co-op funerals campaign

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By The Drum Team, Editorial

March 16, 2010 | 2 min read

The Co-operative is aiming to conjure up childhood memories in a multimedia campaign for its Wills and Funeral Planning services.

The £190,000 'Life is amazing. Pass it on' campaign was devised by Cheltenham agency TDA and aims to rekindle childhood memories of learning to tie shoelaces, being taught to ride a bicycle and 'cooking with mother'.

Work will run across regional press ads, inserts in specialist magazines, radio, an email campaign and web-based activity.

And for the first time The Co-operative will promote its wills and funeral services through its instore radio stations and animated till screens in 2370 of its food stores and with point of sale in 780 Co-op pharmacies.

Adeline Bibby, marketing manager for The Co-operative Life Planning, said: “The creative is very much about all the experiences we gain through life. They are everyday things, but these memories are so important to us and really make us who we are. As we get older we like to share these learnings, experiences or advice that we’ve gathered through life so they’re not forgotten."

People can share the best piece of advice they’ve received at a new website which The Co-operative has created at www.youramazinglife.co.uk. It also includes a free guide to wills and funeral planning.

“The campaign follows in-depth focus groups, a survey of Co-operative members and ongoing analysis," Bibby said. "The resulting insight showed people are extremely interested in their heritage, and they want their lives to be remembered and have relevance in the future too."

The campaign runs until early May.

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