State Street Global Advisors

As always, we started with the audience—financial planners—and asked the critical question: Why would they benefit from this product, and why now? By understanding the pressures advisers face, it became clear that this product was designed to give them more time—the time they need to focus on what truly matters: their clients.

We developed messaging that spotlighted this core benefit—more time—while also recognising the vital role advisers play in their clients' lives, both in good times and bad. The result was a campaign that spoke directly to planners' needs, positioning the product as an indispensable tool for their success.