Etcetera DM DELETE2009 by Etcetera Amsterdam, Van Walbeek Etcetera

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Industry Business equipment & services, Advertising & Communication, Corporate Image
Media Direct marketing
Market Netherlands
Agency Etcetera Amsterdam
Agency Van Walbeek Etcetera
Creative Director Jelle Kolleman, Peter Van Leeuwen
Released December 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: ETCETERA
Date of First Appearance: Dec 8 2009 12:00AM
Entrant Company: ETCETERA, Amsterdam, THE NETHERLANDS
Entry URL:
Creative Director / Partner: Peter van Leeuwen (ETCETERA)
Managing Director / Partner: Dick van der Lecq (ETCETERA)
Creative Director / Partner: Jelle Kolleman (Red Urban)
Strategy Director / Partner: Sjoerd van Loon (Red Urban)
Media placement: Website - one site - 08-12-2009

Describe the brief/objective of the direct campaign.
2009 was a terrible year for most of us. Psychologists advice us to say goodbye to horrible experiences before moving on. Instead of sending Christmas cards or happy new year wishes to our clients we created to create a fresh start for 2010. And with some social media seeding and PR we wanted to reach the rest of the country in the last weeks of the year 2009. is a dynamic unlimited canvass on which you can publish your frustrations. The site adds relevant photo’s/videos to your posting. On January 1st we literally destroyed the servers with military explosives. BANG!

Explain why the creative execution was relevant to the product or service.
To take on something so negative and big as the year 2009 and turning it into a national phenomenon within 3 weeks with broad online dialogue and press coverage asked for a very creative execution. It's the kind of fresh, full of energy approach our agency (the product) stands for. The fact that we literally destroyed the server (including all it's to be deleted content) with military precision made it more relevant and tangible.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome. a unique and truly innovative never seen before platform: a dynamic unlimited canvass to publish who, what or whatever you want to delete that attracted instant attention from clients, media and the general public. A mailing of 500 Delete keyboard buttons send to clients and the media created national interest and press coverage. Social seeding via Twitter, blogs and social networks created an instant hit among the online community. After two weeks we analysed and published a Top10 of the most to-be-deleted frustrations, that sparked a new round of interviews and national media coverage, on and offline.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
2010 is already a much better year! For the last 3 weeks of 2009 Delete2009 was the most covered and talked about phenomenon among our clients, the advertising industry and on and offline. Delete2009 was the best and last news of horror year 2009. National TV and radio stations have already programmed Delete2010 and Save2010 for this year. New and existing clients are asking us for ‘similar ideas’. In just three weeks time: 75000 unique visitors, 486000 page views, 4500 postings 223 tweets about Delete2009 and 139 shared. Minimal cost- maximal hype.