Funeral industry disruptor Bare Cremation quick to act in a crisis with new campaign
September 28 2021, 10:17 am | | 12 Comments
End of life services need to move quickly to deliver support in a time of need. For Melbourne start-up, Bare Cremation, this attitude extends to its marketing.
Inspired by the recent earthquake and general strange series of events happening in Melbourne lately, Bare decided to use the headlines of the day to remind people that life is unpredictable.
Teaming up with art director Josh Mann and copywriter Nathan Davoli, Bare rolled out 18 billboards across Melbourne, less than 24 hours after the earthquake. Messaging also included the seismic shocks of the new submarine deal with the USA, the Melbourne Football Club finally playing a Grand Final (in Perth) and the drama of the Masked Singer.
The campaign was retweeted by AFL players Adam Tomlinson and Matt de Boer.
Just a little reminder to everyone to prepare for the unexpected.
12 Comments
I’d be keen to understand the strategy. It would seem the target market for the product would be older people. However, the tone of the work seems younger, irreverent. Maybe it’s working magnificently.
Some of the most irreverent people I know are older. They also think they are younger.
Fair point.
Hmmm, I was onboard when you’re talking about things that can actually kill you (like an earthquake, even though that’s a bit of a long bow in Australia) but talking about the Grand Final and trying to link that back to funeral insurance…. hoo boy.
Either way, it’s going to stand out against those weird daytime TV ads that skirt around the topic.
Personally I wont think about my funeral until I feel Im on the way out.
But maybe the strategy is younger people will pre pay for mum and dad poppin their socks?
Congratulations, you just won best of show at The Overthinkers.
These could have been simplified me thinks. ‘Prepare for the unexpected’ and ‘didn’t see coming’ kind of double up.
The attitude that older people have to be spoken to in a certain way (and definitely not in a funny, irreverent way) is why nobody nails comms to that audience. Believe it or not, you, and your sense of humour do not suddenly change when you hit 65.
hear hear
I’m 68 going on 25.
Who was the old coot who said ‘Ah but I was so much older then. I’m younger than that now.’?
Reckon he’s done more acid, pot, booze, charlie, charlenes and life than anyone under 40?
This is the best funeral campaign since Jay Furby’s series of ads 20-odd years ago.