To raise national awareness of Denmarks largest funeral chain, 'Begravelse Danmark'.
We launched the communication platform “Life is something special”, positioning Begravelse Danmark as a quality service company that goes the extra mile to make our last goodbye beautiful and memorable. We developed a 3-year plan for raising awareness using an integrated approach across various channels including PR, social media, traditional paid media as well as in-store materials.
Through image films we reminded people how the beauty and uniqueness of life really should be matched by a personal and fitting farewell. Online we created content designed to break the taboo surrounding death. We let people interact with actual undertakers; documented the emotional and beautiful stories behind real-life funerals; informed people of the many options available for customizing a special funeral and gave them novel inspiration from foreign cultures on how to celebrate life, even in death. This combined content gave people the opportunity to reflect on their lives and ultimate passing, as well as some inspiration to celebrate the memories of deceased love ones.
The platform has generated some impressive results. The newest film reached over 750,000 views on social media with a mere kr. 20.000 media investment. We have accumulated an estimated one million kroners' worth of PR, including a 5 minute reportage in the national news channel DR. There has been an average engagement score of 2% on all online content.