DELA – A media partnership for an impactful brand image campaign

Engage your target audience with a fresh message and enhance your brand experience!

women from three different generations carrying bouquets of flowers

You are looking to communicate positively on a sensitive topic? One key to establishing a meaningful connection with your audience is to approach the subject indirectly by exploring a new theme that links back to your brand.

Furthermore, to give depth to this new type of brand messaging, it can often be wise to activate several media channels. With RMB, you can push the boundaries of creativity and open up new perspectives by reaching beyond the limits of in-house media brands.

Get inspired from the Dela campaign, the result of a close collaboration between RMB and Roularta (saleshouse specialising in press). This project focused on the idea of preserving family memories to enhance the brand’s warm image.

14%

Radio campaign reach

8%

Contest participation rate

1.750

Views on the VivaCité website

A better perception of the brand

Dela, the funeral specialist, aims to be seen as an empathetic and caring brand, capable of discussing the sensitive topic of loss in a positive manner.

For its latest campaign, the advertiser seeks to change its approach, previously quite traditional, and to strengthen connections with its audience by focusing on creating family memories. The goal is to shine a light on the continuity of life: the importance of connecting with each other now and create lasting memories.

Advertiser: Dela, funeral specialist
Target: adults aged 35 to 64, and families with children of all ages
Goals: enhance the brand’s empathetic image, encourage the sharing of memories
Period: September - November 2022
Medium: contest and radio sponsorship, editorial content, magazine insert
Main media: radio, digital (websites and social media), magazine press

Strategy

RMB developed a tailor-made strategy to meet Dela’s goals by closely integrating press and radio media. The campaign theme focused on family recipes, a relatable and popular topic that seamlessly tied together the diverse content shared across media.

A mix of storytelling and unique content

a powerful concept based on cooking, a theme embodying memory-sharing and the strength of intergenerational bonds, with each recipe capturing fragments of family history.
a rewarding collaboration with an external media partner (the press) to strengthen campaign impact.
the use of unique, unexpected formats for this advertiser, including a radio contest and a magazine insert.
targeted media : VivaCité (RTBF) on radio for its close connection to Dela’s target audience, and Femmes d’Aujourd’hui magazine was selected for its readership, which complements the radio audience.
strong media synergy: a natural continuity between radio and press, ensuring a cohesive experience for the audience.

Media plan

The Dela campaign revolved around two ‘momentums,’ going from radio (with digital support) to press. This duo created a strong emotional connection with the audience and delivered a smooth, impactful experience.

Two successive and complementary phases

1. Radio and digital: call for family recipes and stories (September 2022)

Dela contest on VivaCité : active for 4 weeks in the program “En cuisine” with Candice Kother and Pierre Joye, inviting the audience to share their family recipes and stories on the VivaCité website.
winners announced on air: weekly winners called live to share their story and receive a family meal valued at 350€.
support in sponsorship and digital: Dela linked to all contest promotions (sponsorship of “En cuisine,” on-air mentions and integrations, Facebook, VivaCité website and newsletter, radio campaign on VivaCité and Viva+, display campaign on various cooking sites).

2.Magazine press: ‘Celebrating life’ recipe collection (November 2022)

top stories from the VivaCité contest selected: 6 winning recipes chosen by a jury for their emotional value.
recipes shared in a mini-magazine produced by Dela, inserted in the first November issue of Femmes d’Aujourd’hui.

Results

The Dela campaign shows the effectiveness of a creative, multimedia approach which combines radio and press to address a delicate topic. The results demonstrate a carefully planned strategy.

Strong engagement

by integrating different formats, the campaign captured the target audience’s attention while encouraging participation from listeners and readers.
the RMB-Roularta partnership shows that opening up to external media can effectively meet clients’ needs. It enhances the impact of the message while ensuring continuity.
audience feedback confirms a highly successful campaign, largely achieved thanks to the professionalism of all involved (VivaCité presenters and Femmes d’Aujourd’hui journalists).

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