Why wait until it's too late?
Ogilvy & Mather Amsterdam
Dec. 16, 2013
Team members: Darre van Dijk - Executive Creative Director, Piebe Piebenga - Creative Director, Darre van Dijk - Art Director, Piebe Piebenga - Copywriter, Bart te Riele - Interactive Creative Director, Zilla Smith - Account Manager, Brenda Bentz van den Berg - Agency Producer, Hans Veldhorst - Strategy Director, Bas Derks - Designer
About this entry
Funeral Insurance Company DELA believes in a dignified farewell for everyone, but above all in being there for each other during life. The most beautiful words are often spoken when someone has passed away. But why wait until it's too late? Say something wonderful today. With an integrated campaign we gave people a chance to share beautiful words with someone they love. Today.
We gave ordinary people a chance to say something wonderful to someone they really care about and filmed their speeches with 6 hidden cameras. The footage was used to develop extraordinary commercials, with real emotions. These commercials were part of an integrated campaign that encouraged everyone in the Netherlands to show their love and affection. It enabled people to be there for each other. We made ads with only the word 'Dear'. People were invited to fill in the rest. The uploaded ads were used for outdoor. Each poster was unique and placed in the area where the person it was meant for lived. Besides the print ads, people could post their beautiful words on Facebook or on DELA's website. In addition, radio, banners and live television speeches were used within the campaign.
During the campaign period the amount of website visitors increased with 66%. Facebook likes increased with a staggering 96%! On Twitter more than 3600 messages were about the DELA campaign and only 6% had a negative sentiment. The awareness on DELA grew from 78% to 87% and the few negative associations with the brand decreased from 9% to 3,5%. The campaign also had an outstanding effect on business. The insured capital grew by 50%. And DELA captured a place in the top 10 best known brands in Holland. But the best result is that by all the wonderful words spoken by the public, Holland grew a bit more beautiful.
The case for why this entry should win a Shorty
DELA is a funeral insurance company; a subject and a product people rather not talk and think about. But DELA also believes in being there for each other during life. They wanted to communicate this belief in a campaign that celebrates life and the loved ones in it.
The insight of the campaign was that the most beautiful words are often spoken when someone has passed away. But why wait until it's too late? The public could say their words now, through the media DELA made available for the public.
The three commercials that were shot with hidden cameras encouraged everyone to share their words in social, on DELA's website, in print and subsequently outdoor, and eventually on live television during NYE. Through the various media channels a social movement started, powered by a funeral insurance brand: DELA.