InvoCare is an ASX listed company and a leading provider of funeral, crematoria and related services. InvoCare’s brands operate across Australia, New Zealand and Singapore. George Hartnett Metropolitan Funerals (GHM) are part of the InvoCare Group operating in Brisbane, Redland City, Logan City, Moreton Bay, and the surrounding areas in regional Queensland. For 145 years, they have been serving families and the local communities of Queensland.
Research showed that after InvoCare merged two well-known Queensland funeral service providers, George Hartnett Funerals and Metropolitan Funerals, the public became a little unsure of what the brand stood for. Some confusion also revolved around the name (George Hartnett Metropolitan Funerals) and the service offering, resulting in the brand’s rich Queensland history being forgotten.
We needed to carefully reestablish the brand’s position in the Queensland community with an engaging message. At the same time, we also needed to reinspire GHM’s employees and find a new way to talk about, and prepare for, death and funerals.
GHM Funerals offer their services like true Queenslanders do: they follow their hearts — always letting their hearts lead the services they provide. It’s about understanding their customers on a deeper and more meaningful level. This approach doesn’t always make their job easier, yet it does make their customers’ experiences authentic and memorable. It allows the life that has passed to be truly honoured and remembered by the moments that matter the most.
GHM staff strive to honour the lives of Queenslanders, past and present. They listen to their customers to ensure they understand their needs on a personal level. This allows them to respond with a service that truly represents the life of their customer’s loved one.
Inspired by the ‘follow your heart’ brand purpose, we are celebrating those small moments in life that genuinely make lasting memories. It is a reminder to our Queensland audience: don’t stop doing what makes you happy, because a life well-lived is a life well-remembered.
Genuine and vibrant Queenslanders are the focal point of the stories — the ones who get out there and make the most of life. The visual cornerstone of this campaign is in-the-moment imagery: shots full of character and personality, showing real Queenslanders doing what they love in the locations that they love to call home. This approach allows us to continually expand on the idea and engage with our audience on a hyperlocal level.
There’s no doubt Queenslanders fill their quota of iconic colloquial language, unique traditions, and delicious creations. From the famous Queensland lamington to cheering for your favourite team, these are referenced and incorporated throughout the campaign.
Accompanying TV, outdoor, and press, we used Facebook to build awareness for three of InvoCare’s funeral brands, including GHM. This campaign targeted Queenslanders, inspiring them to follow their heart by asking the question, “who do you want to be remembered as?”
GHM continue to promote their new positioning through the ‘Live in the moment. Live on in the memory’ multichannel campaign. By inspiring a local audience to live a big life, GHM have started an important conversation about honouring lives and making the special moments matter.
Two Little Films
Social media content
Driven uncovered a key component of what makes our service and directors so unique and turned it into a campaign unlike any other in our industry, all while defining our position and keeping true to our local Queensland voice. They have helped us to start a conversation that will work to change the tone for the funeral industry moving forward.
We are excited to continue developing the campaign and working with the Driven team to find other ways to inspire local Queenslanders to live life to the fullest and make memories every day.
Fergus Kelly – Chief Marketing Officer, InvoCare