Where companies have historically been driven by stakeholder and solicitor needs and pressures, we worked with National Accident Helpline to re-centre themselves around the consumer and their needs. To be predatory in bringing this to life we had to show that they actually understand how people feel about claiming and engage them on an emotional level. To do this we created Underdog.
Underdog stands for everyone who has had an accident and needs access to representation and justice. The personification of how consumers feel when it comes to claiming – like they are the ‘little guy’ up against the ‘big guy’.
The latest phase of the campaign launched in August 2012. The new TV execution features the anthemic track “Tubthumping” and sees the underdog character at home with his leg in plaster as he struggles against his injuries to seek help.
The campaign had an immediate effect. Increasing enquiries by 25% in its first month, Underdog has now generated 30% YOY growth over its first six months. Crucially, this growth has come at a lower cost, with cost per enquiry down 8% across the same period. And we’ve also tripled brand searches.