Challenge:
Recognizing that thoughts surrounding funeral services evoke feelings of sadness and trepidation, Life Celebration needed to convey the uniqueness of their services to the general public while striking a balance with the sensitivity of the subject. Adding to the challenge, only certain Homes throughout the region offered the Life Celebration experience. They sought Alstin's expertise to develop a campaign and media strategy that would deliver the Life Celebration message to the correct audience, ensuring that the audience associated Homes in their area with the Life Celebration name.
Alstin's Solution:
Cable advertising was one vehicle chosen to deliver the Life Celebration message. Broadcasting on stations like History, Fox News, TNT, and Lifetime in particular zones, the thirty-second spot takes viewers on a journey across a person's life. That story unfolds through picture frames carefully situated on top of a bureau where each time the camera happens upon a frame, certain key moments come alive. The voiceover discusses Life Celebration, while the last visual seen by viewers within particular zones are the homes located in that zone accompanied by a phone number and the Web site address for viewers to gain additional information. |
