InvoCare
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.
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Client
InvoCare Limited
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Partners
Jack Harlem
Two Little Films
Reload+Co
BFJ Media -
Industry
Deathcare
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Services
Brand strategy
Creative direction
Design
Video production
Still photography
Campaign launch
Social creatives
Digital marketing
Content
Background
The merger of two Queensland funeral brands
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.
Our brief was to position George Hartnett Metropolitan Funerals as the preferred funeral service provider for Queenslanders.
The challenge
Finding a new way to talk about death
We needed to carefully re-establish the brand’s position in the local 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.
Honouring lives
Uncovering 'the why'
The staff of GHM 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. By doing this, it allows them to respond with a service that truly represents the life of their customer’s loved one, and is best suited to the family, friends and local community involved.
Approach
Letting the heart lead
GHM Funerals offer their services like true Queenslanders do – they follow their hearts and let 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 customer’s experience authentic, memorable and real. It allows the life that has passed to be truly honoured and remembered by the moments that matter the most.
‘Follow your heart’ – it’s this approach to living life that has helped shape the state of Queensland into what it is today.
Campaign idea
Starting a conversation about life
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.
Live in the moment. Live on in the memory.
A campaign that encourages people to live a full life.
We've started a conversation about what people do in life, and what defines them - because it's this uniqueness they will eventually leave behind. We did this by posing the question - Who will you be remembered as?
Genuine moments and emotions using real people with real passions
Visual storytelling
Raw, authentic and warm
Genuine and vibrant Queenslanders are the focal point of the stories – the ones who get out there and make the most of life. ‘In the moment 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 Queenslanders on a hyperlocal level.
Tone of voice
She'll be right mate
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.
Social media marketing
Launching 'Live in the moment. Live on in the memory.' on Facebook
To accompany the traditional media spend on TV, outdoor and press, a Facebook campaign was created for three of InvoCare’s traditional funeral brands, including GHM. Purely an awareness and reach campaign, we targeted local Queenslanders, inspiring them to follow their heart by starting the conversation of “who do you want to be remembered as?”.
90K+
Reach over the 3 month campaign
42K
Post engagement over the 3 months
1.8K
Post reactions over the 3 months
“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 - 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
Together
Building on the 'follow your heart' positioning
GHM continue to promote their new ‘follow your heart’ positioning through the ‘Live in the moment. Live on in the memory’ multi-channel 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 for all Queenslanders.
Looking to develop a repositioning campaign?
