DELA: Why wait until it's too late  

This case study describes a campaign by DELA, a Dutch funeral insurance co-operative, which used an emotional message to emphasise its co-operative credentials.

DELA: Why wait until it's too late

Ogilvy & Mather Amsterdam

Background

Funeral insurance company, DELA, is a co-operative of 3 million members. DELA believes in a dignified farewell for everyone, but above all being there for each other during life.

This co-operative identity, however, was not very visible over the last couple of years. The campaign had to bring DELA's tagline "For each other" to life and make the topic "being there for each other during life" relevant in society. The most beautiful words are often spoken when someone has passed away. But why wait until it's too late?...

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