We are delighted to be shortlisted for Marketing Campaign of the Year at the Personal Injury Awards 2014.
Ever since the Legal Aid, Sentencing and Punishment of Offenders Act 2012 introduced a ban on referral fees, the personal injury market has seen some drastic changes as it seeks to adapt to the new regulatory environment.
While the ban on referral fees has impacted on law firms considerably, we viewed it as a positive motivation to look beyond claims management companies, going back to focusing on developing a brand based on reputation and excellent client service.
In a market where volume players and new entrants are now spending £ millions on TV advertising every year, we knew our latest campaign had to break the mould and stand out from the crowd.
To produce our latest commercial, I undertook extensive training and became a stuntwoman and actress for the day – harnessing up to film a simulated car crash that involved over 50 rolls in a rigged vehicle!
The advertisement took a full day to film with the help of a production team of 12 at Manchester’s Sharp Project. The car crash was enacted using a BMW that was adapted and rigged to perform double rolls to create the impression it was under impact. The rig and set had to be specially built and took 4 weeks to complete.
The advertisement was filmed using the same hi-spec equipment used to film £multi-million blockbusters such as Harry Potter and Star Trek.
Marketing campaigns can however only be judged as a success if they deliver a return on investment – and for our firm this has emphatically been the case.
An analysis of new instructions since the TV commercial went live at the beginning of 2014 show that, incredibly, over 70% of new accepted cases are now self-generated from our brand reputation. Compared to May 2013, this year there is a 66% increase in cases valued at over £25,000.
View the making of our latest TV advert by clicking on the link below.