350 percent increased awareness

Legal assistance was previously reserved for individuals with very good finances. Then HELP introduced legal expenses insurance, providing ordinary people with personalized legal assistance whenever they needed it. But despite nearly 300,000 customers, HELP had little market awareness. And even though HELP is one of Norway's largest private law firms, they were not seen as an attractive workplace for experienced lawyers. Lawyer insurance was simply a boring subject for most people. HELP wanted to change this.

The arrogant lawyer
Futatsu's idea was to put a sympathetic face on "legal aid for all". There is enormous resistance and arrogance in the established law firms towards HELP because it is "just" an insurance company. They therefore wanted a clear concept that showed what HELP stood for with humor and confidence. In the series Suits, Futatsu found an arrogant lawyer to build on.

15 web films were produced, ranging from 10 seconds to 1 minute in length. Aller recommended HELP to use Dagbladet to build breadth. The films were also shared on social media, articles were created describing the new "series" that would become a "talking point" By using a completely new format, outstream, even more publicity and PR, especially in the media industry, would further increase awareness of HELP and The Lawyer.

Rebecka Killingstad at Aller has been responsible for The Lawyer.
- "It has been an incredibly fun case to work on, as both client and agency were willing to test something completely new. We got the chance to get involved early in the process, and that's when the best cases come out - when you really work together to achieve a common goal of good results. Futatsu Industries has created awesome videos with an incredible concept, and we were given the opportunity to use our channels and formats in the best possible way. It's going to be great!

Outstream
Oustream is video ads in editorial articles. The films were published in two pools spread over two weeks. Along the way, Aller worked with Adform and Futatsu to optimize the campaign. A frequency was set for each film so that people were not exposed to the same film too many times.

A native article was published on dagbladet.no with a cultural angle about the new series. The article included several films and was shared on social media (Se og hør and Dagbladet). In addition to the story about The Lawyer, two stories were created with professional content and a focus on when you may need legal assistance/insurance. One of them was published on Dagbladet.no and the other on KK.no.

Results
Measured against the control group, the campaign achieved the following results among those who had seen advertising from HELP Forsikring:

• Awareness of the insurance type increased by 102
• Awareness of HELP Insurance increased by a whopping 350% (unassisted)
• Helped awareness of HELP Insurance increased by 49%.
• 62% thought the ad was "entertaining", which is well above similar measurements both online and in print.
• 35% are considering getting legal insurance, which is a very good figure in this category.

Other results

• In screen 85
• Video completion rate 21%-40%, compared to standard video banners 2% (source; Adform)
• Average CTR: 0.31
• 582,451 video complete
• In total, the films have been played for 110,548 minutes.
• Reach of over 1 million people via Outstream alone (1,036,069).
• 25,220 views of Native articles with an average reading time of over 3 minutes.

For more information, please contact Rebecka Killingstad.

The Lawyer is nominated for Aller Best from the first quarter of 2017.