Yarden Promo, Case study IN MEMORIAL MINUTE by Endemol, Lemz

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IN MEMORIAL MINUTE

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Industry Funeral Services
Media Promo & PR, Case study
Market Netherlands
Agency Endemol
Agency Lemz
Creative Chester De Vries, Bram Tervoort, Mark Van Der Werff
Released December 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: YARDEN
Product/Service: FUNERAL SERVICE ORGANIZATION
Agency: LEMZ
Agency: ENDEMOL
Date of First Appearance: Dec 27 2010
Entrant Company: LEMZ, Amsterdam, THE NETHERLANDS
Entry URL: www.whathavewedone.nl/forinmemorialminute
Creative: Mark van der Werff (ENDEMOL)
Strategy: Mark Woerde (LEMZ)
Creative: Bram Tervoort (LEMZ)
Creative: Chester de Vries (LEMZ)
Account: Patricia Snabilie (LEMZ)
Account: Laura Bremerkamp (LEMZ)
Media placement: TV Campaign - 2 Spots - SBS 6 , RTL 4, Nederland 1, ORN - 27 December 2010
Media placement: Online Banners - 1 Concept - Diverse Websites - 1 December 2010
Media placement: Radio - 2 Spots - Radio 1, Radio 2, ORN - 27 December 2010
Media placement: Print (TV Guides) - 1 Format - Avrobode, Televizier, KRO Magazine, Mikrogids, NCRV Gids - 27 December 2010
Media placement: PR - Multiple Media - 23 December 2010

Insights, Strategy & the Idea
Funeral service organisation YARDEN noticed a growing need for remembering loved-ones who passed away. This is partly due to the fact that a lot of people don’t visit church anymore in The Netherlands except between Christmas and New Year. YARDEN aims to offer the Dutch a new way to remember lost-ones and keep the most beautiful memories alive. The idea is a collective moment to remember all deceased loved ones all together: the ‘In Memoriam Minute’.

Creative Execution
On December 30 at 19:58 pm the ’In Memoriam Minute’ was simultaneously broadcasted on all major national and regional broadcasters. The names in the decorum of the tv broadcast are from the lost-ones who were added on the website. Two weeks before the broadcast we invited the Dutch to light a candle online and upload their memories. To drive website traffic we made small tv and radio announcements with relatives of the deceased. All memories and voices are real. No actors were used.

Results and Effectiveness
Over 3 million people watched the In Memoriam Minute, out of which 2.2 million people actively participated. On the website over 5,300 people burned a candle and uploaded their most precious memories. The initiative scored an average appreciation of 8,2 and more than 86% of the Dutch want to see it again next year.