State Trustees logo
Content & creative for State Trustees

Let's Talk campaign

Preparing Victorians for the most difficult times in life

State Trustees help people, their loved ones and families arrange their legal and financial affairs in the unfortunate event of death, disability, injury or major illness. They’re also there to support the people left behind. In early 2018, Icon was approached by State Trustees to re-launch the brand and encourage people to get their affairs in order for the most difficult times in life.

Let's talk. Not about the trivial stuff. Let's talk about the things that really matter.

Raising public
awareness to
drive engagement

State Trustees tasked Icon with creating a new brand strategy and campaign platform to raise awareness around their message to achieve four core objectives:

  • Increase traffic, enquiries and conversions through their website

  • Improve Client Net Promoter Scores and employee advocacy

  • Increase business acquisition

  • To become the number one brand of choice over the next 3 years.

To build towards these goals, Icon has developed emotionally led creative executions to express key insights and reset the brand. The campaign was launched on 1 June 2018.

Let's Talk 30sec

people to
confront their

State Trustees primary challenge is that they operate in a category that deals with some of life’s most difficult decisions. There’s a cloud of negativity around products and services such as Wills, Executor Services, Powers of Attorney or Deceased Estates. Worse still, the whole category is bogged down by legal jargon which confuses and alienates.

People find this confronting and don’t want to think about it, so they put off arrangements or never prepare for when the worst thing that can and does happen.

Our aim was to become the most emotionally connected brand in the category – to inspire trust and make State Trustees the first choice when you need to prepare for the inevitable.

Radio spot Let’s Talk male
Radio spot Let’s Talk female
Spotify Let’s Talk
Newspaper ad

Become the
most emotionally
connected brand
in the category

Our strategy was to redefine the way people think about State Trustees by demonstrating a deeper level of empathy and understanding for people dealing with tragedy or grief.

The ‘Let’s Talk’ brand campaign was designed to get people to open up and have conversations with their partners, family or carers. To find out what they should do if things go wrong and put arrangements in place. On a deeper level, ‘Let’s talk’ encourages us to share how we feel with loved ones and not leave important words unsaid. It’s also a call to action to get people to talk to each other, and when the time is right, talk to State Trustees.

Campaign collateral included:

  • TV & Cinema executions

  • Outdoor supersites

  • Radio

  • Adshels

  • Press advertising

  • Digital banner ads

Make what matters.
Let’s talk.

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