HUMOR AND EMPATHY WIN THE DAY
- Judicial Arbitration and Mediation Services (JAMS)
- A large Bay Area advertising agency
Client Problem: JAMS, a world leader in resolving legal disputes, wanted to win business from auto insurance claims adjusters. This was a highly competitive marketplace already deluged with traditional, and extremely dull, direct mail campaigns.
Agency Problem: The project had reached a serious impasse, and the agency hired me to help them come up with three concepts so that they could at least receive a kill fee.
An agency art director and I pored over the market research. We learned most claims adjusters were recent college grads bored with the job and burdened with tough claims that created massive files.
We decided to get their attention by making them laugh. The winning concept was based on crazy stories people have actually told claims adjustors. The rest of the copy showed how JAMS could easily settle their problem cases and make them a hero. We further involved them by offering them a cool t-shirt in return for weird auto claims stories that’d been used on them.
I flew down with the agency team to JAM’s LA office and helped pitch three concepts to the CEO.
The client loved all three of our concepts and bought the one shown above. The mailing was a huge success and won a Gold Award for Best Business-to-Business Direct Mail.
- Creating the Concept
- Writing the Copy
- Pitching the Client
Best B2B Direct Mail
Creative Guild West
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