DELA: Why wait until it's too late?

Agency: Ogilvy & Mather Amsterdam
Advertiser: DELA
Brand: DELA Funeral Insurance
Country: The Netherlands

Objectives

DELA is a not-for-profit cooperative with 3 million members. By combining the efforts of all its members, DELA can deliver quality of service, profit sharing and a purchasing advantage. DELA offers services before, during and after funerals. Think of funeral insurance, care for relatives of the deceased, assistance in donations, testaments and custody. But also saving products and death risk insurance. You can become a DELA member directly or via an insurance agent.

The DELA brand has been around for over 75 years1, and has all the brand history that that implies. The campaign was prompted in 2011 by declining recognition and sharply limited associations, being funerals and the undertaking trade.