Winners & Shortlists

BEAUTIFUL ENDING

TitleBEAUTIFUL ENDING
BrandDELA
Product/ServiceFUNERAL INSURANCE
Category B01. ACQUISITION & RETENTION
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
Name Company Position
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.

Creative Execution

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. Countless graphical variations made sure every film was both realistic and autobiographical, while the personalization was optimized in multiple ways: From using textual references to realistic physical features like skin tone, hair color and even hair style.

Describe the creative solution to the brief/objective.

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. Because DELA also 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. 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.

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.