Coffin Clubs have become a thing in a number of towns around New Zealand for senior citizens. They use it as a way to make friends all while making their own coffins. Partners Life sponsors this content on Vice, but it is written by staff. It is a good example of the content strategy for online engagement being used by brands that have complex purchase processes - almost the exact opposite of the immediate response approach demanded by many direct-to-consumer brands. Although the elderly are not the target market for most insurers, it isn't the target market for Vice either - the readership of this kind of article is likely to be diverse.
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