National Accident Helpline
Integrated Relaunch Campaign
- The Problem
- With more and more competitors flooding into the market, poor natural conversion of potential claimants to claimers, low spontaneous awareness, brand attribution and generic online search leading category behaviour - no one stood out.
- Predatory Thought
- Seize the voice of the Consumer.
- The Idea
Where claims companies have historically been driven by stakeholder and solicitor needs and pressures, we have been working with National Accident Helpline to re-centre themselves around the consumer and their needs.
To be predatory in bringing this to life we had to show that they actually understand how people feel about claiming and engage them on an emotional level. To do this we created Underdog.
Underdog stands for everyone who has had an accident and needs access to representation and justice. The personification of how consumers feel when it comes to claiming - like they are the ‘little guy’ up against the ‘big guy’.
Our campaign launched with three TV ads and highly targeted PPC and affiliate activity. But we have also helped them build a new website and call centre process.
- The Results
- The campaign has had an immediate effect. Increasing enquiries by 25% in its first month, Underdog has now generated 30% YOY growth over its first six months. Crucially, this growth has come at a lower cost, with cost per enquiry down 8% across the same period. And we’ve also tripled brand searches.
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