AIR relaunches Claims Direct with ad campaign
Claims Direct, the personal injury specialists, is being relaunched with a new seven-figure campaign created by Manchester-based AIR.
The company has been out of the market for three years, but returns after being acquired by Russell Jones and Walker Solcitors (RJW).
AIR won the account pitching against London agencies early in 2007. Since then, it has been working closely with RJW on research and developing creative and media strategy. The resulting concept aims to give Claims Direct with a strong, unique proposition and stand out creative.
An extensive research process was commissioned to find out how much brand equity remained for Claims Direct, what consumers thought of the claims process and the service they expected. The results indicated that recall of the Claims Direct name was still strong, but that people expected to get complicated advice, snobery and a lack of relevant communication from personal injury solicitors. From this research, AIR created Claims Direct’s new positioning – ‘Solicitors plain and simple’ - which has been developed for TV, radio and press.
The TV campaign tells ‘typical injury claims stories’. The two radio campaigns use gentle humour and encourage people to act, while press ads link in to the TV work.