Dutch Funeral-Insurance Company Dela Snares Top Media Lion at Cannes
Posted in: UncategorizedThe media Grand Prix was awarded to a small Dutch funeral-insurance company that encouraged people to say something wonderful about the people they care about while they’re still around to hear it.
The campaign was done by media agency MediaValue and Ogilvy & Mather, Amsterdam, giving the Ogilvy network three Grand Prix in the eight competitions judged so far this week at the Cannes Lions International Festival of Creativity. (Ogilvy Brazil won the promo and activation Grand Prix with an organ-donor campaign for a soccer team, and Ogilvy France and IBM took the top outdoor prize).
What it is: Drawing on its insights from being in the funeral-insurance business, Dela knew that a huge regret among the bereaved is often not spending time and talking more with a loved one. That led to the campaign “Why wait until it’s too late? Say something wonderful today.” Dela gave people the chance to share their thoughts and feelings on websites. Those stories were made into TV commercials and online documentaries and posted on billboards. Newspapers ads appeared with the single word “Dear …” to inspire people to fill in the rest. Dela took over a TV channel for an evening to broadcast the stories.
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