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.