Mortascreen is a rapidly growing consumer database of over seven million deceased individuals – 50,000 new records are added every month. Brands use its Deceased Preference Service database to update their own consumer databases.
Challenge
The aim was to raise awareness of the database, increase consumer registrations online by 25 per cent and sell at least eight new licenses. To do this, it needed to devise a PR strategy that would appeal to national, trade, broadcast and online media. The target audience for the campaign ranged from marketing directors to database managers, ad agencies, journalists and MPs. Due to the sensitive nature of the subject, any media stunt needed to be compelling whilst being careful not to cause offence to the public.
Solution
A high profile visual stunt was created around London’s Westminster Bridge and Parliament Square – an area noted for its national and political appeal. A traditional horse drawn funeral procession, complete with four walking mourners, made a return journey between the two landmarks, coming to rest behind the London Eye. The cortège contained a coffin filled with the amount of direct mail Londoners receive in one day addressed to deceased loved ones. The Metropolitan Police even halted traffic for the cortège.
Meanwhile a UK ranking, illustrating which areas received the highest rates of direct mail for deceased people was compiled, adding a regional angle to the story.
On the day of the procession, media interviews were conducted by PA, ITN, GMTV and British Satellite News, whilst a pack of regional press and agency photographers lined the route.
Results
Video clips of the funeral were posted on You Tube by members of the public within one hour of the procession, and managing agency Eulogy! was inundated with requests for more details about Mortascreen.
The total Public Value Equivalent (PVE) for the coverage generated from the PR team’s activity was £578,950 – exceeding the set target of £300,000, whilst the total opportunities to see reached by the PR campaign was 38,583,000 – over ten per cent above the target of 35,000,000.
In total, 123 pieces of coverage were delivered – 33 pieces over target. Consumer registrations online increased by 35 per cent – 10 per cent above target, and Mortascreen received 25 new business enquires, converting to 12 new licences being sold. Licences sell at between £5,000 and £10,000. For confidentiality reasons, the license fee for individual sales could not be released – but taking the lowest possible licence fee total (£60,000) versus investment into the campaign, results in a sales-based ROI of 7:1.
