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' Faceless Solicitor Campaign '

Client: Quality Solicitors
Brand: Quality Solicitors

The challenge
The legal sector is becoming more competitive, with a change in the law meaning that big brands can now offer legal services to their customers. How could we raise awareness of the QualitySolicitors brand and demonstrate why it is different to other firms?

The solution
We created an integrated campaign that pushed the boundaries of legal marketing. It was led by three characters – Springy, Tready and Coiner - who aimed to demonstrate the pitfalls of taking legal advice from supermarkets, banks and breakdown firms. The characters starred in a national press and poster campaign, a series of events and two viral films. They even ran their own Twitter feed. This was supported by a campaign microsite, media story and direct mail.

Results
The campaign succeeded in achieving stand-out in the legal services sector. Media coverage had a circulation of over 4 million, the Twitter campaign had a reach of 25,000 in three weeks and the viral films were viewed over 250,000 times.

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