Burns & Harris is New York’s Premier Personal Injury Firm. With more than 82 years of combined experience, they provide complete and outstanding legal services from initial consultation onward. New York has an abundant supply of law firms promoting their personal injury expertise. This competitive landscape makes the segment one of industries with the largest advertising investment as compared to revenue generation.
Victory Lane further built on their success through a branded Burns & Harris campaign focusing on humanizing the principal partner and ensuring they differentiated themselves from the pack.
2015-Present: Strategy, Digital, TV, Mobile, Design, Animation, UI/UX, CRM, Analytics
Seth Harris (Partner/Owner) quote, “Victory Lane’s impact on our business was immediate and quantifiable. Growth has been regained. Besides securing their expertise for many years to come, I have personally recommended a few compeers to use their services.”
CHALLENGE
While known in the industry to be one of the firms that secure top verdicts for the plaintiffs they represent, Burns & Harris’ client inquiries and intakes plateaued. Their focus was to revitalize the growth in client inquiries and intakes using the same marketing budget. Aspirations included, consistent growth and a sight of New York’s pinnacle within the personal injury space.
STRATEGY
Since the market was desensitized to Personal Injury attorney advertising, we focused on creating a personal connection with the audience by creating messaging that humanized the large law firm. To connect the key principal, it involved ads that traveled as far back as his childhood and the re-purposing of key testimonials that led to creative that effectively resonated with the viewer.
APPROACH
Our work comprised of a series of branded commercials that were utilized on traditional & digital platforms. We focused the creative on the principal’s relationships with his clients and the friendship each developed with him. It was not about the result of the case, but about the human traits & emotion they felt. The brand slogan was prominently visible on all messaging and incorporated within the story it told.
The Brand’s first regional broadcast television spots, as well as a strong digital video effort supported the integrated campaign across top New York platforms planned & executed by Victory Lane.
