OLN - FOREIGN LAW FIRMS

ClientOLDHAM, LI & NIE
ProductLEGAL SERVICES
EntrantDIGITAL MARKETING ASIA LTD HONG KONG, HONG KONG
Type of EntryUse of Direct
CategoryA01. Mailings
TitleOLN - FOREIGN LAW FIRMS
Product/ServiceLEGAL SERVICES
Entrant Company:DIGITAL MARKETING ASIA LTD HONG KONG, HONG KONG
DM/Advertising Agency:DIGITAL MARKETING ASIA LTD HONG KONG, HONG KONG

The Brief

The client, a mid-sized law firm in Hong Kong, wanted to source new business from the less than 100 foreign law firms operating within the territory. Most foreign law firms are not licensed to act as local counsel, so partnering with local firms can be a way to serve the interests of their foreign clients who need local representation. The brief was to reach the decision-maker at each firm and arrange a face-to-face meeting. The recommended strategy was breakthrough 3D direct marketing.

Creative Execution

The sleek, custom packaging underscored the client’s high-end positioning and tailored offering. The basket of dim sum and accompanying chopsticks highlighted the client’s Hong Kong heritage and local experience. The inclusion of Po Chai pills - Hong Kong’s equivalent of Western Alka Seltzer - in the offer letter emphasized the client’s local know-how when it came to avoiding unsavoury risks. The multiple response options kept things simple for a target used to billing by the minute. One foreign lawyer commented, “Never had I seen something so creative coming from a law firm. I felt compelled to meet the people behind that creativity.”

Describe the creative solution to the brief/objective.

The client has a strong visual identity and simple brand mantra: “Practical Legal Solutions - On Time, No Excuses”, so the campaign focused on an elegant use of their corporate logo combined with clean lines, bespoke packaging and clever copy to get past the gatekeeper and impress the target decision-maker. The aim was to whet the target’s appetite with a stylish steamer filled with replica dim sum, suggest that by eating with a local they could avoid unnecessary aggravation and heartburn, and entice them with an offer for a real lunch. The goal was a 10% response rate.

Results

Of 77 direct marketing pieces hand delivered, only one (or 1.2%) was undeliverable. Of the 76 delivered, 19 targets (or an even 25%) responded, with 18 (or 23.7%) accepting the client’s invitation for lunch. All (100%) respondents chose to respond by the personalized response letter with pre-addressed, stamped envelope. Cost per response was USD126, excluding follow-up luncheon. ROI expectation well exceeded. Specific Marketing ROI included under Confidential Information category.

Credits

Name Company Position
GORDON D OLDHAM OLDHAM, LI & NIE SENIOR PARTNER
ADRIAN OVERHOLSER OLDHAM, LI & NIE CMO
ROBERT J CAMPBELL OLDHAM, LI & NIE MANAGER
GUIDO PHILLIPS DIGITAL MARKETING ASIA LTD MARKETING MANAGER