Case Study: State Trustees builds trust and drives engagement with Icon Agency's Let’s Talk campaign

State Trustees re-launches its brand in 2018 with Icon Agency

Icon Agency was approached by State Trustees to help re-launch its brand and encourage people to prepare for difficult life events like death or illness. The challenge was overcoming a cloud of negativity and legal jargon that made people avoid confronting and arranging their legal and financial affairs.

The solution implemented by Icon Agency was the emotionally-led "Let's Talk" campaign, which used TV, radio, outdoor, and digital advertising to redefine the category with empathy. The campaign aimed to make State Trustees the most emotionally connected brand to drive website traffic, enquiries, and ultimately become the brand of choice.

State Trustees