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bigdog was challenged with creating a new DRTV campaign to drive sales leads for First4Lawyers’ personal injury division (the core of their business); while at the same time raising awareness of its offering across a range of other legal services, such as personal and business law.

As First4Lawyers offers only strictly vetted solicitors, the quality of service is always considered paramount in all marketing activity. And this formed the basis of our creative idea: ‘What could go wrong if you choose poor quality or inexperienced lawyers?’

"The new legal service campaign generated 141% more calls than forecast in the first month."

With this thought, we created a new, light-hearted and humorous campaign consisting of 30 second and 10 second TV ads which explored the consequences of choosing the wrong legal counsel.

 

 

The campaign first aired at the beginning of May, and since then the results have been extremely positive:

  • The new legal service campaign generated 141% more calls than forecast in the first month
  • There was a 20% improvement in the response rate on the new personal injury campaign
  • 23% more leads were generated from TV than in 2013 and 36% more than 2014
  • Cost per response is 52% lower now than in 2013 and 39% lower than in 2014.

Additionally, a “behind-the-scenes” video posted by the on-set photographer of the driving offences ad generated over three million views, 12.5 thousand likes and three thousand shares on Facebook and has been used by The Poke on their Twitter feed.

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