Challenge | The idea of death is an uncomfortable topic and thought for many, further eliminating the importance of funeral pre planning. Amongst the many obligations in life, pre planning becomes lost as an important decision within the minds of consumers eventually leaving meaningful choices up to family and friends while affecting the grieving process much more.
Metrics | With only 9% of Canadians going forward with pre planning arrangements every year, we are looking to successfully accomplish a 5% increase withing funeral pre planning arrangements through our physical and social initiatives.
Audience | 55+ year old male and females in the process of planning their retirement. These young hearted, adventurous adults have worked extremely hard throughout their entire lives, leaving little room for relaxation and life reflection. The thought of death has crossed their minds however, their ability to act upon that thought is not seen as a priority. While they are known by others as being a more serious and up tight group, their perseverance and dedication amplifies their need for entertainment, which is most effective when combined with sincerity and wittiness. Almost everything they do craves the need and relevance for family, making their loved ones important within every decision they choose to make. They believe in life fulfillment, allowing whatever legacy they choose to leave behind magnify their loved ones to do the same.
Brand Essence | Daily reminder of important events - Alarm Clock.
Metrics | Radio (680 News, Chum FM, CBC Radio), Youtube Pre-Roll, Print (Across all major subway stations, Newspapers), Online Interactive.
*To view full brief, contact lisamorra94@gmail.com
Radio | A series of four radio advertisments, positioned to kick off our campaign - voiced by the Grim Reaper, Grimm and Grimberly.
Print | As the reapers are brought to life through the radio and social pre-roll videos, a series of print advertisements will be introduced, igniting personal value while shining a humorous light on our reapers and death as a whole.
Interactive Courtesy Call | Viewers will be able to access the Mount Pleasant website and interactively engage in sending a courtesy call to one of their friends or family members. By customizing each message, viewers will be able to personalize and choose between each Grim Reaper in order to provide for a more humorous call.
Characters | Below are visual depictions of our Grim Reapers - Mr. Reaper, Grimm and Grimberly. Each one demonstrates their own personality.
Mr. Reaper | The British dark humoured boss. He’s born and raised in Manchester, England. Moved to North Toronto back when he was a young adult. His favourite show is Fawlty Towers, he enjoys a bowl of blueberries with fresh cream every morning, and he once accidentally spilled bury black pudding all over his aunt Bertha. Who was allergic. She didn’t make it. This is when he started his reaping career.
Grimm | The friendly reaper. Grim grew up in the city with his mother and father. After graduating high school he decided he wanted to pursue a career in landscaping, but quickly realized he wasn’t an “outdoorsy” kind of guy, or maybe hard labour wasn’t his thing. This led to his job in an office. Father to two young reapers, Grim has been named world’s best dad – according to his coffee mug. He works hard to build relationships with customers and always remembers them by name.
Grimberly | The brainy valley-girl soul collector. Grew up in Lawrence Park, and graduated from The Reaper Collegiate Institute - with honours. She comes from a long line of prestigious reapers - her dad being the R.O.S (reaper-on-site) when Elvis Presley kicked the bucket. In her free time she plays tennis and keeps up with politics.
