Launching The Last Messages Club - the digital ‘for when I’m gone drawer’

THE CHALLENGE The Last Messages Club is a new service that offers a digital replacement for the ‘for when I’m gone drawer’. Being a somewhat taboo subject , the company required a carefully-positioned launch campaign that would: Sensitively communicate the benefits of the service Drive positive exposure Increase membership sign-ups

The Last Messages Club is a new service that offers a digital replacement for the ‘for when I’m gone drawer’.

Being a somewhat taboo subject , the company required a carefully-positioned launch campaign that would:

Sensitively communicate the benefits of the service

Drive positive exposure

Increase membership sign-ups

WHAT WE DID To ensure that we avoided any negative feedback, messaging had to be perfectly controlled . It was essential that the brand was reflected in the right light in order to build consumer trust and understanding. We drafted a carefully-worded press release utilising positive language; and selected key media that we knew would present the story in the right light. We also developed case studies to show how real people were using the service.

To ensure that we avoided any negative feedback, messaging had to be perfectly controlled .

It was essential that the brand was reflected in the right light in order to build consumer trust and understanding.

We drafted a carefully-worded press release utilising positive language; and selected key media that we knew would present the story in the right light.

We also developed case studies to show how real people were using the service.

HOW IT WORKED We launched the campaign with a front page exclusive in The Sunday Times, this allowed us to leverage the huge interest that ensued and control the way the story was reproduced . We placed case studies wherever possible to add human interest and demonstrate the positive benefits of the service. We also contacted key radio stations across the country to place interviews with the case studies and founder, Geoff Reiss.

We launched the campaign with a front page exclusive in The Sunday Times, this allowed us to leverage the huge interest that ensued and control the way the story was reproduced .

We placed case studies wherever possible to add human interest and demonstrate the positive benefits of the service.

We also contacted key radio stations across the country to place interviews with the case studies and founder, Geoff Reiss.

RESULTS Coverage in print, online and on TV and radio went through the roof with opportunities to both see and hear, reaching well over 50m. Regional, national and global media publicity helped to establish The Last Messages Club as a recognisable – and more importantly – respectable consumer brand worldwide.

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