The Co-operative Funeral Planning
The Co-operative wanted to grow the sales of their Funeral Plans directly to customers.
The difficulties? A service nobody wants to talk about, and a high-cost purchase.
We needed a different approach. Everyone was talking about 'death' but customers didn't want to hear that.
The approach? Create a new product proposition - Wills and Funeral Planning - and a new creative proposition. No gravestones in sight.
The results? Funeral Plan sales +10% above year end target.