Cannes Lions

VIDEO FAREWELL

GANEM GROUP, Mexico City / J. GARCIA LOPEZ FUNERAL HOMES / 2019

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Case Film

Overview

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Credits

Overview

Background

DEATH IS SUCH AN UNFORESEEABLE EVENT, THAT PEOPLE DON’T GET TO EXPRESS EVERYTHING THEY FEEL TO THEIR LOVED ONES BEFORE PARTING. THIS COMPLICATES GRIEF AND MAKES IT AN EVER HARDER PROCESS.

AS A FUNERAL HOME, WE SEARCHED FOR WAYS TO HELP PEOPLE WITH THIS MATTER.

Idea

WE CREATED VIDEO FAREWELL, A SERVICE THAT ALLOWS CLIENTS THAT HIRE A PRE NEED FUNERAL PLAN TO RECORD A MESSAGE TO THEIR LOVED ONES, THAT WILL BE DELIVERED ONCE THEY ARE GONE, HELPING THEM WITH THEIR EMOTIONS. THIS WAY WE HELPED MAKE A COMPLICATED MOMENT A BIT LESS HARD.

Strategy

OUR STRATEGY CONSISTED OF PROJECTING J. GARCÍA LÓPEZ FUNERAL HOMES AS A CLOSE AND SENSITIVE BRAND THAT IS HONESTLY TRYING TO HELP THEM WITH THEIR GRIEF PROCESS.

WE ALSO WERE MAKING PEOPLE AWARE OF THE IMPORTANCE OF EXPRESSING OUR FEELINGS BEFORE ITS TOO LATE.

Execution

WE FIRST LAUNCHED THE SERVICE WITH CURRENT PRE NEED PLAN CLIENTS AND THEN EXTENDED IT TO FUTURE CLIENTS AND NEW CONTRACTS.

THOSE INTERESTED RECORDED THEIR VIDEO, THAT IS ADDED TO THEIR CLIENT PROFILE AND WILL BE DELIVERED VIA A PERSONALIZED CARD WITH A QR CODE AND PASSWORD WHEN, REGRETTABLY, THEY PART.

THE CLIENTS HAVE THE OPPORTUNITY TO REMAKE AND UPDATE THEIR VIDEO ONCE A YEAR.

Outcome

OVER 20% OF OUR CURRENT CLIENT DATABASE SHOWED INTEREST IN THE SERVICE. ALMOST HALF OF THEM ALREADY HAS RECORDED THEIR VIDEO FAREWELL. 14% OF NEW PRE NEED CLIENTS HAS CHOSEN TO HIRE THIS SERVICE.

Similar Campaigns

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MEXICRANEOS

GANEM GROUP, Mexico city

MEXICRANEOS

2019, J. GARCIA LOPEZ FUNERAL HOMES

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