DELA Case study WHY WAIT UNTIL IT'S TOO LATE? by Ogilvy & Mather Amsterdam

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Industry Insurance
Media Case study
Market Netherlands
Agency Ogilvy & Mather Amsterdam
Director Roel Welling
Executive Creative Director Darre Van Dijk En Piebe Piebenga
Art Director Bart Te Riele
Designer Bas Derks
Producer Bas Welling
Released May 2013


Cannes Lions 2013
Media Lions Best Integrated Campaign; Best Use of Integrated Media Grand Prix
Media Lions Product & Service; Corporate Image & Information Silver
Promo and Activation Lions Product & Service; Financial Products & Services Silver

Credits & Description

Type of entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Product/Service: DELA BRAND
Producer: Bas Welling (Wefilm)
Director: Roel Welling (Wefilm)
Strategy Director: Hans Veldhorst (Ogilvy And Mather Amsterdam)
Agency Producer: Brenda Bentz Van Den Berg (Ogilvy And Mather Amsterdam)
Account Manager: Zilla Smith (Ogilvy And Mather Amsterdam)
Designer: Bas Derks (Ogilvy And Mather Amsterdam)
Art Director: Bart Te Riele (Ogilvy And Mather Amsterdam)
Copywriter: Piebe Piebenga (Ogilvy And Mather Amsterdam)
Art Director: Darre Van Dijk (Ogilvy And Mather Amsterdam)
Creative Director: Piebe Piebenga (Ogilvy And Mather Amsterdam)
Executive Creative Director: Darre Van Dijk (Ogilvy And Mather Amsterdam)

Results and Effectiveness
During the campaign period the amount of website visitors increased with 66%. The Facebook likes increased with a stunning 96%! On Twitter more than 3600 messages were about the DELA campaign, 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 effect on business. The insured capital grew by 50 percent. And DELA captured a place in the top 10 best known brands in Holland. But the best result is that Holland grew a bit more beautiful.

Creative Execution
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 today. We made ads with only the word 'Lieve' (translation: 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.

Insights, Strategy and the Idea
Funeral Insurance Company DELA is a cooperative of 3 million people. We were asked to position DELA as a company that not only believes in a dignified farewell for everyone, but also in being there for each other. Today.
The insight was that the most beautiful words are often spoken when someone has passed away. But why wait until it's too late? Say something wonderful today. Through an integrated campaign we gave people a chance to share beautiful words with someone they love.