CastleGate Law : A Case Study30th July 2018
Located on the Sunshine Coast, CastleGate Law is a Legal Practice specialising in conveyancing, family law, estate planning, animal law and debt recovery.
Having undergone internal restructuring and partial-rebrand, Bishopp partnered with CastleGate to develop an innovative Out of Home marketing campaign, re-affirming their brand and further bolstering their place in market.
For the creative component of the campaign, CastleGate’s Legal Practitioner Director – Kate Roberts, wanted to leverage off their existing brand aesthetic and compliment the styling of their logo. Kate commented “I wanted something different from the signage of other law firms”.
Billboards are larger than life, bold and demand the audience’s attention, however It’s important to recognise that they form part of glance media. Consequently, artwork designed for an Out of Home campaign should be treated differently to that of a print or online advertisement. A study found that campaigns with 7 or less words produced on average 1.5 times the recall of 8 or more words^! The core message needs to be simply expressed and easily digested.
Kate was asked to complete a ‘creative brief’, which allowed Bishopp’s creative team to identify CastleGate’s brand positioning, understand the campaign objectives and communicate the company’s points of difference. “We didn’t have hardly any “back and forth” regarding the design of our billboard – this was because you seemed to click straight away on what I wanted, even though I didn’t really know myself! We now use that very artwork on our billboards and (also) other media”, Kate added.
With 87%** of Australians accessing the internet daily, and 88%^^ of us owning a smart phone, it’s clear to see why an online presence is important for any business. Working as a ‘media multiplier’, Out of Home is the most effective offline medium for driving online enquiry*!
With this in mind, CastleGate chose to implement the creative used for their billboard across their social media and website assets. Kate added that she had detected a marked increase in new enquiries to their business and increased traffic to their website since implementing the billboard campaign. “At the time of writing this we have two billboards on the Bruce Highway, one a Supersite. I am receiving at least one text message or email or comment about the billboard every day”.
To learn more about a billboard campaign for your business or the creative services Bishopp offers, get in touch.
^OMA Anatomy of OOH Research, 2014
*Nielsen Online Activation Survey, 2017
^^ Deloitte Mobile Consumer Survey, 2017
** Sensis Social Media Report, 2016