Press Releases and Announcements - 12 July 2010
We fight for fair: Maurice Blackburn invests in national marketing campaign
Leading plaintiff law firm Maurice Blackburn today launched a
multi-million dollar integrated marketing campaign titled 'We
fight for fair™'.
The firm has designed the campaign to leverage off its history
in fighting for fair outcomes for people who have suffered injury
and financial loss.
The campaign involves television, radio, newspaper and online
marketing and is the largest investment in advertising by the firm
in its 91-year history.
"Despite the global economic downturn, Maurice Blackburn has
consistently achieved double-digit organic growth over the past
three years off the back of outstanding client service, not through
acquiring additional law firms or a massive marketing investment,"
CEO Greg Tucker said.
"By investing heavily in marketing, we expect further
acceleration of our organic growth," he added.
The new marketing campaign centres around the proposition that
Maurice Blackburn is determined to achieve long-term solutions and
compensation for its clients, many of whom have been permanently
injured or suffered loss.
Mr Tucker pointed out that the Maurice Blackburn approach to
service revolved around fighting hard for clients to achieve better
compensation.
The campaign integrates various digital media tactics aimed at
increasing awareness of the firm's brand and call to action,
including an increased online presence, advertising during high
rating, evening television time slots (commencing 12 July 2010) on
all three commercial networks and metropolitan, regional and local
newspaper advertising.
"What makes Maurice Blackburn different to other plaintiff firms
is that we have a strong track record of fighting for fair outcomes
over the long term," Mr Tucker said.
"No quick fixes. No flashy gimmicks. We know our clients are
very happy with our service - our client research results are at
the level which generates high word of mouth referrals.
The We fight for fair™ campaign was developed by
leading creative agency SMART following extensive focus group
testing.
SMART Executive Creative Director, John Mescall said unlike most
advertising in the plaintiff law category, the 'We Fight For Fair'
campaign for Maurice Blackburn addresses the very reasons why
clients take legal action.
"The message is clear: it's not just about money, it's about
fighting for a fair outcome that will allow you to live your life
with dignity.
"The message itself has an emotional honesty which will resonate
with Australians, and it's delivered in a fashion which is both
realistic yet visually unique," he added.
The campaign uses stop-motion origami, depicting a legal
settlement transforming itself into various solutions a settlement
enables, such as keeping your own home; being able to afford a
carer or independence and mobility aids.
The combination of live action scenarios (where we see a mother
and father arrive home with their legal settlement) and stop-motion
animation creates advertising which is both honest and realistic,
yet is also visually unique and engaging.
Mr Mescall said "No other advertising in the (plaintiff law)
category achieves this."
Fighting for fair - some high profile cases
The firm has an enviable track record of success in major class
actions such as Bank Fees as well as cases relating to
superannuation and insurance claims, workers compensation and
workplace rights, TAC claims and other personal injury cases. The
firm also pursues significant social and political cases on a
pro-bono basis as part of its Social Justice Practice.
Recent high profile cases in which Maurice Blackburn is
'fighting for fair' outcomes for its clients include:
- a class action against 12 banks - more than 142,000 people have
signed up to this action
- a class action representing more the 600 people against SPI
Electricity Limited for inadequate maintenance standards which led
to the Kilmore East-Kinglake bushfire
- a Federal Court legal challenge against the Commonwealth
Government and the Northern Land Council (NLC) over plans to build
a toxic waste dump on indigenous land in an area know as Muckaty
Station, near Tennant Creek in the Northern Territory
- a legal challenge to the patent on a gene that causes breast
cancer.
The firm has 19 offices in Victoria, Queensland, NSW and the ACT
including a new office which has just opened in Frankston,
Victoria.
Media inquiries: Geoff Donohue T (03) 9605 2687 M 0437
586 093
To see the 'We fight for fair' television advertisement go
to:
http://www.youtube.com/watch?v=25slpr-5y_0
(Victorian/ACT version)
http://www.youtube.com/watch?v=ueUsigYQik0
(Queensland/NSW version)