Funeral-themed V-day campaign: Is taboo marketing worth the risk?

The recent funeral-themed Valentine’s campaign has raised some eyebrows across Hong Kong. The campaign was initiated by "Full Stop Tour”, a funeral-practitioner trio, and Kowloon Funeral Parlour to roll out a funeral version of flower bouquets for love birds.   

Riding on the existence and authenticity of "until death do us part", the campaign aims to invite reflection on the meaning of deep, true love, and to break the taboo of “death”, said Kowloon Funeral Parlour in an official statement on 13 February. 

"There have been a lot of misunderstandings among the public about the sale of bouquets in the funeral industry. Some people think that these florists only make funeral flower baskets. However, they offer flower bouquets for new shop openings, birthdays, wedding banquets, concerts and more."

In addition, people's prejudice against hearses and the refusal of housing estates to allow hearses to enter have also indirectly affected the wishes of patients in Hong Kong to die at home, the statement said. "The essence of hearses is the carrier responsible for transportation, and there is no good or bad distinction. Here, I hope that all parties will use an open-minded attitude to clarify misunderstandings and taboos, and face death from different viewpoints and angles, because birth and death are the biggest things in life."

The organisers said the campaign is not a profit-making activity as the proceeds are used for bouquet expenses, hearse decoration and transportation. "After deducting costs, the proceeds will be donated to non-profit organisations. We hope that through this activity, we can arouse public reflection on Valentine's Day and allow us to experience an 'alternative life and death education class'."

Don't miss: Organisers explain insights behind the funeral-themed flower bouquets

While some praise the initiative as bold and innovative, some worry that it might not be widely accepted given Hong Kong is a relatively conservative city.  

Social monitoring firm Meltwater saw a total number of 24 mentions across social platforms, with 20.8% negative sentiments and 4.3% positive sentiments. Keywords associated with the campaign include "reflection on Valentine's Day", "no thanks" (不了) and "daring romantic gesture". 

Industry reactions 

Commenting on the move, industry players MARKETING-INTERACTIVE spoke to believed this is a bold and creative idea, as it has pushed the boundaries of conventional celebrations and opened up a conversation about the depth and permanence of love in a society that often shies away from discussions about mortality. 

Carbo Yu, regional executive director, Sinclair, said by launching this new bouquet product during the Valentine’s season, it can specifically target the younger demographic of couples who are seeking unique and exciting gifts for their loved ones.  

“This concept combines the traditional bouquet of flowers with a touch of fun and storytelling – a representation of love that endures until the very end,” she added.  

What particularly inspires her about this campaign is how it also tackles the taboo perception surrounding funeral services. “This creative approach of using a bouquet of flowers can effectively bridge the gap between funeral services provider and everyday consumers, fostering conversations about an often overlooked topic and addressing their potential needs.”  

While some might view the campaign as opportunistic, the approach taken by the undertakers is done tastefully and with a sense of tongue-in-cheek humour, said David Ko, managing director, RFI Asia.  

Marketing efforts that challenge norms can be risky, but they also have the potential to stand out and resonate with audiences in a meaningful way. “This daring use of dark humour may capture the public's attention and create a memorable campaign that highlights the everlasting nature of love, albeit in an unconventional manner,” he added. 

Things to bear in mind when it comes to taboo marketing

When a brand tries to promote the product or brand by playing a controversial concept in society in order to build a certain emotional connection and trusting relationship with the audience, this is known as a type of marketing tactic called “taboo marketing”. 

In this case, the concept comes from the customer insight for those who have lost their loved ones and who want to leave a lasting memory. Yet the product idea itself is twisted to be a gifting idea to celebrate eternal love for living couples. 

As such, Peggy Hon, general manager, Landor Hong Kong said it’s missing the mark on relevance given the death concept may not be executed to the right audience (the living couples). “It seems to be more of a missed opportunity than anything since the funeral execution may have gone too far and it could be interpreted as cursing death to the loved ones instead of a blessing,” she added. 

She added that the secret sauce to minimise risk around taboo concepts is to take on a humorous and relatable approach. “If you’d like to arouse controversial debate by playing on taboo, make sure it’s highly relatable to your audience as they are the ones who appreciate a good laugh,” she said. 

Despite the attempt to break the taboo around death and encourage Hongkongers to cherish their loved ones, the campaign may not be widely accepted across the city given Hong Kong is still quite conservative in general, according to Desmond Ku, founder and director of The Bridge Agency.  

“This year’s Valentine’s Day overlaps with the Lunar New Year. Playing along with the concept of ‘death’ might not sound right or funny to some people,” he said. 

All in all, this seems to be more of a stunt than an incentive to help raise awareness for the funeral industry, said Miranda Xie, general manager of TEAM LEWIS. “Brands must be aware of the cultural implications such ideas have as Brands must be aware of the cultural implications such ideas have as there is a risk that some may find offensive.” 

Related articles:

East meets west: WhatsApp collaborates with feng shui and zodiac expert for V-day text tips
Dating app data 'a gold mine' for advertisers in HK, but is transparency still lacking?