Campaign details
Agency: PSONA
People don't want to think about what to do when they're gone. So Co-op banished black ties and sad faces to discuss funeral planning – powered by British humour.
Strategy
In order to understand the challenges faced by their own customers, Co-op staff planned their own funerals – a "method planning" approach, and one that yielded crucial insights.
Firstly, funeral planning and budgeting is tricky because it is just so personal. Any Co-op product had to be simple and reliable – hence the promise to guarantee full funeral cover.
Secondly, the tone and visual style...