Member Article

Huddersfield personal injury law firm launches £10m marketing campaign

The Huddersfield-based personal injury law specialist First4lawyers is set to launch a marketing campaign costing at least £10m, featuring its new brand identity, with an innovative TV commercial.

Based on the theme “that’s what justice feels like”, the 30-second advert seeks to break away from the sector norm and create a more positive ambiance by focusing on the feelgood factor experienced by customers when justice has been done.

Created and produced by award-winning Birmingham and Leicester-based agency Big Communications, the commercial features a soundtrack of REO Speedwagon’s Can’t Fight This Feeling.

It shows a successful claimant receiving a cheque before celebrating with acts such as high-fives, dancing and blowing kisses.

The commercial concludes with the claimant celebrating with TV presenter Andrew Castle, a familiar face in First4lawyers adverts, and a cheering crowd.

Transmitted for the first time on 3 October, the advert will be broadcast over 400 times a day across various TV channels.

Other elements in the marketing campaign, which will run for the next 12 months, include digital display advertising and social media activity.

Chris Rodgers, head of business development at Huddersfield-based First4lawyers, said: “The commercial reflects our status as a major player, with the third largest TV spend in the personal injury sector.

“We’re already a marketing collective for a panel of over 30 firms of personal injury solicitors, including many of the country’s top 100 practices, which is now expanding due to our ever-growing market share.

“We also have a team of more than 50 call centre agents and a 10-strong vetting team of legal advisers.

“The advert shows we recognise the sector’s marketing proposition should move in a new direction.”

First4lawyers won the Claims Management Company of the Year category in the Personal Injury Awards 2012 and has been shortlisted again in this year’s scheme.

This was posted in Bdaily's Members' News section by Mark Lane .