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Personal Injury - it's no joke

I was asked to collaborate with another Marketing consultant on a project for a client entering into a very competitive market place - Personal Injury.  We knew two things

  1. we had limited budget and
  2. we wanted to take a different tactic to those taken by other organisations in this sector.

The market research we conducted confirmed that Personal Injury is a taboo subject, and when people did admit to having made a claim they admitted they hadn't shared with their friends and families, even when they had a geniune claim to make.  In general there is a negative perception about people who make a claim, particularly for injuries such as Whiplash or back problems.  Additionally people feel the Compensation Culture just increases motor insurance premiums and that any payments made are to fund holiday's and new kitchens rather than replacing lost wages and paying for physio treatment.

We decided to use these perceptions and myths as the basis of our campaign and what better way to do this but to use humour, after all Personal Injury claims often seemed to be the butt of people's jokes.  We were both fans of observational comedy and felt it would work well as an online Viral Marketing campaign.

Jon Ryder, Full Stop New ParagraphWe approached Jon Ryder of Full Stop New Paragraph, a London based copywriter, associate (and cousin) of Marketing Doris and in my opinon a budding comedian - well he's always made me laugh!

Jon's original brief was to write the script, but once written we felt the best person to deliver it, was the author himself, and fortunately he was up for the challenge.  We hired a local pub and invited friends, family and work colleagues to join us for the evening.  No-one was told the subject in advance, we purely said it was a night of stand up comedy (suitable for family viewing) and the only enticement was that we offered to buy them a drink and a bag of crisps for a couple of hours of their time.  It was the first time Jon had delivered stand up in front of an audience and a camera (another fact we didn't admit to the crowd until the end), he did incredibly well and received the laughs in the right places!  To view the clips visit Jon's website.

The three videos were launched over a course of a few months as part of the marketing strategy using social media and online tools. The client was pleased with the result and the objective of setting themselves apart from their competitors was achieved.

Feedback:

FDR Law
Tim Jordan, Partner
"We engaged Helen about 5 years ago to work one day a month with my firm in coordinating the marketing for the launch of our new brand. We previously had a number of in-house marketing executives working"
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