Croftons Solicitors LLP
The Accident App
This campaign was created to support a specialist area of expertise at Croftons Solicitors LLP, namely personal injury.
Croftons briefed Souter PR to develop a campaign to support the launch of The Accident App. The campaign period was three months and the main objectives for Souter PR were to increase awareness of the App among potential claimants on the road and in the workplace UK-wide and to provide a platform for lead generation, whilst enhancing Croftons’ corporate reputation as an innovator.
We researched existing apps to find out more about how the technology was being used, particularly within the legal sector. Then we created a PR launch strategy that was consumer facing to attract potential claimants, and business/sector focused to ensure that the firm was positioned as a traditional, reputable firm – not an ‘ambulance chaser!’
Following the launch press activity, we created a series of follow up stories that demonstrated how the App could improve the claims process. This included working with a professor of psychology at Edinburgh University on people’s ability to recall details following an accident, as well as other influential third parties such as manufacturers and insurers.
We also rolled out an online competition, promoted on Twitter and Facebook, to drive traffic to the website where the App could be downloaded. As a result, we secured 24 pieces of coverage and a 50% increase in traffic to Croftons’ website to find out more about the App.