DELA, a funeral insurance company in the Netherlands, and Ogilvy Amsterdam, has won Grand Prix for Media at Cannes International Festival of Creativity for “Why Wait It’s Too Late?”. The cooperative of 3 million people worked with Ogilvy Amsterdam 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 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 DELA gave people a chance to share beautiful words with someone they love.
DELA 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.
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.
Here’s a collection of commercials (in Dutch): “Daughter and Parents”, “Mother and Son”, “Father and Son”, along with the “Making-of” film.
The Why Wait Until It’s Too Late? campaign was developed at Ogilvy Amsterdam by executive creative director/art director Darre Van Dijk, creative director/copywriter Piebe Piebenga, art director Bart Te Riele, designer Bas Derks, account manager Zilla Smith, agency producer Brenda Bentz Van Den Berg, strategy director Hans Veldhorst.
Filming was shot by director Roel Welling at Wefilm with producer Bas Welling, director of photography Daan Nieuwenhuijs, editor Ruben van den Hammen. Post production was done at Wefilm, Crabsalad and Condor.