I was absolutely thrilled to collect the Marketing Campaign of the Year Award at last night’s Personal Injury Awards 2014 for our latest television advertising campaign.
The night was particularly special as my mother and daughter were both there to collect the award with me.
While the ban on referral fees has impacted on law firms considerably, we viewed it as a positive motivation to change its attitude and 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 that our latest campaign had to break the mould and stand out from the crowd.
To produce the firm’s award winning television 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.
In preparation for the advert, I underwent intensive training from world famous stuntman Riky Ash. Riky has over 20 years’ experience as a Stuntman, Stunt Co-coordinator and Actor in TV commercials, as well as programmes and movies such as Sleepy Hollow, Tomorrow Never Dies and This Is England.
While TV advertising is nothing new for the firm – we launched our first campaign back in 2010 – the results from this latest campaign are by far the best yet.
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 the firm’s 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.