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Branded Entertainment
Branded Documentary Short Film

Silver Winner

Entrant: Ogilvy & Mather Amsterdam, Amsterdam

DELA Funeral Insurance
"Why Wait Until It's Too Late? - Martine"

Corporate Name of Sponsored Client: DELA
Client Account Director: Martin Kersbergen
Agency Account Director: Zilla Smith
Account Executive: Cathalijn van Hellenberg Hubar
Media Company: MediaValue, Eindhoven
Agency: Ogilvy & Mather Amsterdam, Amsterdam
Executive Creative Director: Darre van Dijk
Art Director: Darre van Dijk
Graphic Designer: Colin Tossijn
Agency Producer: Brenda Bentz van den Berg
Agency Music Producer: Darre van Dijk
Production Company: Wefilm, Amsterdam
Director: Roel Welling
Producer: Tobias Wilbrink
Director of Photography: Joris Kerbosch
Post-Production Companies: De Grot, Amsterdam/Postoffice, Amsterdam
Sound Designer: Patrick Muhren
Audio Engineer: Marcel Bultman
Music Composers: Guido Dieteren/Darre van Dijk/Martine Bond
Music Performed By: Guido's Orchestra/Martine Bond
Song Title:
    'Alle Voor Een Ander' (translation: Everything For Someone Else)
Performers: Guido'd Orchestra/Martine Bond
Video Producer: Juriaan van Berkel

Description of the Project:
The usage of branded entertainment in the Netherlands is still relatively minimal in comparison with other countries like the United States and England. Although a respectable range of traditional customer magazines is currently available, much branded content for digital and TV media hasn't been produced. This is, however rapidly changing. One of the most noteworthy examples responsible for this growth is the new DELA campaign. It has been drawing a lot of national attention by sharing new emotional branded content, with the brand's ethos: Why wait until it's too late, say something wonderful today.
We gave a Dutch singer/songwriter the chance to express her feelings towards her father in a very special way. We staged a classical music concert, to which she had invited him. In the middle of this show, she surprised her father by getting up on stage and performing an emotional song to thank him. We filmed the performance with 6 hidden cameras and developed an extraordinary commercial, with real emotions. We used the song in the commercial, as well as offering it on the campaign's website. The track is an original piece and exclusively written and produced for this campaign.
This original and personal song was written for Martine's father. Recorded live and captured by 6 camera's. Used as a commercial as part of the 'Why wait until it's too late' campaign for DELA insurances.
RESULTS: After last year's highly successful campaign that had firmly increased DELA's brand awareness and improved its reputation with both members and non-members, this year's campaign has led to further substantial improvement of both KPI's. In just three weeks, the number of documentary views tripled 2012's content and the brand's pulse score with existing members grew another two points to an all time high of 83. While national brand awareness grew to 69%. This meant a staggering 8% growth in awareness within 2 months after first airing the campaign. Another great outcome that certainly deserves mentioning is how we used this opportunity to show three heart-warming stories nationally. Stories that have inspired many viewers to not wait until it's too late, and say something wonderful to their loved ones on the campaign website as well.