In turning our attentions to the campaign, we deliberately sought to gain awareness by differentiating their key statements from the countless other bland examples in their industry. As a proud Australian business, our proposal was to combine the campaign line ‘unfair dinkum’ with images of defeated legal personnel, in stark contrast to the usual smiling person imagery.

Above the line print advertising complimented by online initiatives and a direct mail and emailer campaign helped channel interest into the newly re-developed website, where ‘free trial’ offer sought to convert interest into action. Our remit has clearly blossomed and since the initial project we have also been commissioned to rework their website design and product interface, to again introduce a cleaner, more intuitive experience.