Online Wills are a relatively new, rapidly growing category in Australia. Willed saw an opportunity to lead the category, accelerate adoption and, in doing so, be the first to achieve national brand recognition.
To achieve this, Willed needed to stand out against the clutter of competing, faceless Will brands and offer Australians a compelling reason to write their Will with Willed.
Also known as The Isolation Effect, the Von Restorff Effect predicts that when multiple similar objects are present, the one that differs from the rest is most likely to be remembered.
Behavioural insight | Von Restorff Effect
It’s no wonder more than 50% of Australians don't have a Will. Research from Bar Ilan University in Israel discovered that our brains do their best to keep us from dwelling on our inevitable demise, shielding us from existential fear by categorising death as an unfortunate event that only occurs to other people.
If we were going to get people to consider their death, we’d need to disarm the brain's protective mechanism, which meant flying in the face of category norms. We chose to bring a sense of lightness and hilarity to the darkest of subject matters, and offer a refreshingly empathetic way of speaking about mortality.
Our ‘Dead Easy’ brand platform was launched by Count Gregor, a vampire who’s seen many come and go in his 700 years, and understands the importance of writing a Will better than anyone.
The Count featured in an array of TVC spots, as well as digital, social and outdoor messaging.
We were asked to build awareness. What we created is a long-term brand platform, an iconic spokesperson and a fast track to category dominance. Within the first week of Count Gregor hitting screens nationwide, Google searches skyrocketed, as did the number of people completing their Wills online with Willed.
The campaign saw a flourish of reactive industry-led PR, including a feature spot on ABC’s Gruen with a unanimously positive response from across the panel. Following an explosive launch, Willed’s initial growth has been sustained, with steady, double-digit lifts in month-on-month transactions.
Complete your Will online at https://www.willed.com.au/