Creating a new brand identity and brand promise
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PROMOTING A BRAND IN AN IMPOSSIBLE MARKETING ENVIRONMENT
| The Challenge: In a market that had declined by 50% due to government marketing restrictions, how do you increase turnover when you cannot say what you do? Nor can you show someone who has had a personal injury. And you can’t even show a situation where someone is likely to be injured. Finally…and here’s the crunch, you are not allowed to induce anybody to make a personal injury claim. |
The Solution: We created a ‘dual channel’ communications strategy which mirrors that of the pharmaceutical industry… the users vs the referrer. We developed a ‘visual pneumonic’ style of communications by using a well known personality that the target market recognised as having had a personal injury so we didn’t have to mention it. We repositioned the organisation as representing the ‘unempowered little guy’ against the big, uncaring end of town… the Aussie Home Loans strategy. | The Result: Keddies grew from 3 to 6 practices within 3 years to be the biggest PI lawyers in NSW. Subsequently they merged with Slater & Gordon. |