The Co-operative today launched a new £250,000 multi-media campaign for its Wills and Funeral Planning service.
The campaign, produced by Cheltenham-based TDA, encourages people to share what makes them and the people in their lives unique and is Co-operative Wills and Funeral Planning’s biggest to date.
The “Life is amazing. Pass it on” theme aims to drive enquiries to a new team of specialist advisers and will run across national press, magazine inserts, door drops, DM, email and search and web based activity.
Adeline Bibby, marketing manager for The Co-operative Life Planning, said of the new campaign: “The creative has been designed to highlight those things that make us and our loved ones special. Although most of us haven’t climbed Everest, we all have something unique to us, and this can be quirky or endearing. These things make us who we are and, with this campaign, we are celebrating all our amazing differences.”
Featured in the campaign will be Elsie, known for her mouth-watering scones made from a recipe passed down by her grandmother; Frank, well known for his amazing trumpet playing at a local pub; and Millie, whose love of exotic flowers was inspired by her holiday in a tropical paradise.
A new interactive area at www.youramazinglife.co.uk will allow people to find out more about Elsie, Frank and Millie as well as share their own stories, advice and inspiration.
Bibby added: “The new campaign is the next stage on from our earlier spring campaign, building on the successes we gained to create a much more vivid, engaging and personal approach. It’s all about you being an individual, and being appreciated and treated as an individual – and that’s what we find people really appreciate about The Co-operative.
“The Co-operative Wills and Funeral Planning Service concentrates on the personal touches so that everything is designed around the customer and what they’d like to pass on to the people they love.”