The average person doesn’t want to talk about his or her own death very much, a fact that surely frustrates funeral service providers across the globe who must, after all, market their services too.
So one decided to push the conversation with new ads highlighting a wearable tech device that plenty might want to check out—if only for a few seconds: the QuitBit. The data it’s tracking isn’t heart rate, blood pressure, steps taken or time allotted to sleep.
QuitBit (not to to be confused with the smart lighter and smoking tracker of the same name) is counting down the seconds toward the final log-off and will alert consumers when their time has come. Or as the slogan puts it, “It doesn’t time your run. It’s for when your time runs out.”
QuitBit is, of course, pure fiction. It’s dreamed up by Toronto agency Union but the ads pretty effectively get the message across from Canada’s Mount Pleasant Group in its annual “The Art of Saying Goodbye” campaign through the use of a hot technology item.
“We live in a technology-hungry world so we decided to take one of the oldest services and give it a digital facelift to appeal to every age group,” Union partner and executive creative director Lance Martin told Adweek.
“The challenge to the agency was: how do we raise awareness, but do it in a way that’s interesting and intellectually humorous, that engages individuals and draws them in,” Rick Cowan, Mount Pleasant Group’s assistant VP of marketing, told Marketing magazine. “The last thing we want to do is create messaging that’s mournful and sorrowful and down.”
Mount Pleasant Group is specifically targeting consumers 50 and older but hope that the QuitBit campaign will help it reach younger demos as well, especially those helping elderly parents deal with end-of-life decisions and planning.
This isn’t the first time Mount Pleasant Group has found creative ways to discuss the end of life. It once sponsored an exhibition of artwork depicting how artists wanted to be remembered. Another effort featured a number of short films that highlighted the memorable moments and the “art of saying goodbye.”