DELA is a non-profit cooperative with 3 million members. Founded 75 years ago to combat injustice around the undertaking trade. DELA believes in a dignified farewell for everyone and endorses that by providing support before, during and after funerals. But above all, DELA believes in being there for each other during life. It is their ambition to ensure that their members are able to face a future as carefree as possible. This cooperative identity however, had remained underexposed in recent years. In the middle of the crisis, new commercial objectives were set. DELA’s ambition was to achieve solid and permanent growth from both existing and new products, such as insurance-based saving programs. To succeed, the DELA brand had to repositioned. DELA had to become a cooperative to which people wanted to belong. And as a member, purchase a broad spectrum of products beyond funeral services alone.

A lot of people however, don’t want to think or talk about death. So we took a look at death from another perspective; life. We avoided messaging that focuses on death and what happens afterwards. Instead, we emphasised life and all the essential things that happen before you go.

The idea was born from from the insight that the most beautiful words are often spoken when someone has passed away. But this is a shame, because wouldn’t it be great to say these things when the person for whom they’re meant is still able to hear them?

Why wait until it's too late? Say something wonderful today. This line became the theme of the campaign. A campaign that gave people the chance to share beautiful words with their loved ones in various ways, through multiple channels.

The campaign was loved by the public and our message got picked up. People widely started sharing beautiful words and by doing so engaged with the brand. Resulting in a positively affected reputation and brand awareness. DELA captured the 5th place in top 10 most respected companies in the Netherlands, remarkable for a funeral insurer. The effect of the campaign on DELA’s business also didn’t go unnoticed. After the start of the campaign DELA’s share within the funeral insurance category grew excessively together with the insured capital. Both having an effect on the annual increase in market share. So by creating value for the general public through our communication, DELA received al lot of value in return.