Beautiful Ending
DELA Funeral Insurance
Issue 31 | June 2014
Agency
Ogilvy & Mather Amsterdam
Creative Team
Executive Creative Director: Darre van Dijk Copywriter: Rob Voortman Account Manager: Cathalijn van Hellenberg Hubar Account Manager: Zilla Smith Video Producer: Jurriaan van Berkel
Production Team
Production Company: Media Monks Director: Tom Rijpert, Jeroen van der Meer Animator: Pierre Nelwan, Mischiel Schellekens, Sander Aukema, Sunil Sital Peter Oosterhoff, Arjan Dekker Producer: Wesley ter Haar Designer: Paulien Bekker, Grace Wattimury, Bas Strien Music & Sound: Dave van Luttervelt, Maarten Meussen
Date
November 2013
Background
A website was created, where couples could share their love in a unique way.
By connecting with Facebook, it linked partner's profiles and instantly turned them into animated characters. It then took all shared events from their profiles and created a film. Countless graphical variations made sure each story was autobiographical.
By sharing the film, people even stood a chance to see their movie in the cinema.
This sharable content was a unique way of enabling people to tell their life story, as well as an original way to express how they truly care for their loved ones.
Idea
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.
The idea was to look 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. This insight was taken 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.
A website was created, 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, the 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.
This sharable content was a unique way of enabling people to tell their life story, as well as an original way to express how they truly care for their loved ones.
Results
Within 5 weeks, the campaign generated 42.800.000 impressions. This resulted in 235.000 website visitors and a CTA of 0,55%. 10.000 lovely films were made and DELA's online fan base grew 27%.