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.

First, we had to find the actual stories. Luckily Martine was a personal acquaintance and she wanted to participate. But this meant we still had two stories left to find. We went out and contacted several high schools and visited numerous swimming pools, to no avail.

We then decided to visit locations and asked people in person if they wanted to take part in the campaign. After hearing many times ‘not interested’, we were fortunate enough to find the touching stories of Mark and Leo.

The film locations were predetermined. We had to make sure everyone involved was as much in his/her comfort zone as possible and oblivious to being filmed. As this is the only way to make sure every speech was authentic and sincere.

One of the main challenges was the fact that all three productions took place in public spaces. Respectively: a public swimming pool, a concert hall and a public high school. All places filled with curious bystanders and uncontrollable external factors.

Above all, every shot had to be done in one take, and every scene needed to feel unexpected and real to the viewer as well. That’s why we solely used hidden cameras, to not disrupt the authenticity of the stories.

This is how we ended up with three unique, sincere stories portrayed in a series of both tv-commercials and full-length documentaries.

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.