To grow beyond their core business as a funeral insurance company, DELA wanted to reposition itself with the vision ‘for each other’ as a starting point. Because DELA believes in a dignified farewell for everyone, but above all in being there for each other during life. Our experience shows however, that the most beautiful words are often spoken when someone has passed away. But why wait until it's too late? Say something wonderful today. With an integrated campaign we gave people a chance to share beautiful words with someone they love, during their time together.

We gave ordinary people a chance to say something wonderful to someone they really care about and filmed their speeches with 6 hidden cameras. The footage was used to develop extraordinary commercials, with real emotions. These commercials were part of an integrated campaign that encouraged everyone in the Netherlands to show their love and affection. It enabled people to be there for each other. We made ads with only the word 'Dear'. People were invited to fill in the rest. The uploaded ads were used for outdoor. Each poster was unique and placed in the area where the person it was meant for lived. Besides the print ads, people could post their beautiful words on Facebook or on DELA's website. Other media such as radio, banners and live television also played their own role within the campaign.

The campaign resulted in a gigantic growth on brand awareness, associations, reputation and promotor score and led to a doubling in growth of insured capital, premium revenues and operating profit. Besides that DELA captured a place in the top 10 best-known brands in Holland, remarkable for a funeral insurer. But the best result is that Holland grew a bit more loving.