| Title | BEAUTIFUL ENDING |
| Brand | DELA |
| Product/Service | FUNERAL INSURANCE |
| Category |
A07. USE OF SOCIAL IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Advertising Agency
|
OGILVY & MATHER AMSTERDAM, THE NETHERLANDS
|
|
Media Agency
|
MEDIAVALUE Eindhoven, THE NETHERLANDS
|
|
Production Company
|
MEDIA MONKS BV PA Hilversum, THE NETHERLANDS
|
Credits
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Chief Creative Officer |
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Art Director |
| Rob Voortman |
Ogilvy And Mather Amsterdam |
Copywriter |
| Zilla Smith |
Ogilvy And Mather Amsterdam |
Account Director |
| Cathalijn Van Hellenberg Hubar |
Ogilvy And Mather Amsterdam |
Account Executive |
| Heleen Hidskes |
Ogilvy And Mather Amsterdam |
Strategy Consultant |
| Juriaan Van Berkel |
Ogilvy And Mather Amsterdam |
Video Producer |
| Colin Tossijn |
Ogilvy And Mather Amsterdam |
Designer |
| Darre Van Dijk |
Ogilvy And Mather Amsterdam |
Music |
| Tom Rijpert |
Media Monks |
Director |
| Jeroen Van Der Meer |
Media Monks |
Interactive Director |
| Pierre Nelwan |
Media Monks |
Animation Director |
| Wesley Ter Haar |
Media Monks |
Project Manager |
| Paulien Bekker |
Media Monks |
Lead Illustrator |
| Grace Wattimury |
Media Monks |
Illustrator |
The Brief
DELA is a funeral insurance company, that believes in a beautiful ending. This means caring for loved ones, even after one’s passing. Their target audience is people who think long term, and have experienced love and loss. They understand the significance of securing the future, but also the importance of living for today.
We looked for a way to communicate these brand values in an innovative way. And to not just focus on ‘the ending’, but focus on the story that precedes it.
DELA believes in the beauty of life. As life is beautiful, by sharing it with your loved ones. And sharing these experiences is what people like to do. Many notable moments are documented digitally and shared online.
Creative Execution
Every film was filled with the biggest moments in everyone's life; from birth, high school, and the moment they met, to possibly even marriage. But also the little things; their favourite TV-show, holiday destinations and the restaurant where their love first blossomed. We even calculated the future and made sure every couple could express their love with a special message.
Countless graphical variations made sure every story was both realistic and autobiographical. By
sharing the film with your partner, you even stood a chance to see your own 90-second love
story in the cinema.
Describe the creative solution to the brief/objective.
We took this insight and utilized the same social media to enable people to share both their story as well as DELA’s brand message, with their loved ones.
We created a website, where couples could not only express their love for each other, but document their entire lives together and share it in a unique way. By connecting with Facebook, our website automatically linked partner's profiles and instantly turned both persons into animated characters. It then took all shared life events from their profiles and stitched the film together.
Results
In a period of just 5 weeks, the campaign generated 42.800.000 impressions. This resulted in 235.000 website visitors and meant an impressive click through rate of 0,55%.
A total of 10.000 lovely films were made. And DELA's message; that every story deserves a beautiful ending, was a perfect end to every animated love story. So perfect even, that DELA's online fan base grew a notable 27% in this short period of time.