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CT's 'Heroes' campaign smashes through clutter

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Objective: CT, a division of Wolters Kluwer Corporate Legal Services, provides software and services to legal professionals. The company wanted to pull its products and services in various practice areas together with a single unifying concept while setting them apart in the competitive legal software market. It also wanted to infuse youth and energy into the 100-year-old brand. Strategy: The company worked with ad agency Levinson Group, New York, to launch an integrated campaign targeting lawyers and paralegals. The “Heroes” campaign includes print, online, direct mail and out-of-home channels. Results: The campaign has generated significant leads for the company, with one ad alone delivering 60 leads in three different product areas, said Julie Peck, VP- marketing at CT. CT, a division of Wolters Kluwer Corporate Legal Services, provides software and services to legal professionals in areas including litigation, case management, trademark, e-billing, and compliance and governance. The company wanted to pull these products and services in different practice areas together with a unifying concept while setting them apart in the competitive legal software and services market. CT also wanted to infuse youth and energy into its 100-year-old brand. To achieve those goals, CT worked with agency Levinson Group, New York, and in February launched an integrated campaign targeting lawyers and paralegals across all corporate practice areas. The campaign—which has been dubbed the “Heroes” campaign and has a tagline of “CT, making the impossible possible”—includes print, online, direct mail and out-of-home channels. Print ads are running in legal trade magazines including American Lawyer, Corporate Counsel and Law Technology News. Online ads have run on sites such as Law.com and will run along with content sponsorships this summer on The Wall Street Journal's Law blog. A New York regional campaign debuted in June, using direct mail and ads placed on Captivate Network video screens in office building elevators. Creative features legal professionals using superpowers to overcome workloads and deadlines; the implication is that CT's solutions across different practice areas help professionals accomplish seemingly impossible tasks. One ad shows an attorney using laser vision to find the information he needs among stacks of evidence. “The campaign really talks about the leading legal professionals being the unsung heroes of their profession and needing to come through every time regardless of the impossible situation,” said Julie Peck, VP-marketing at CT. “That had superhero written all over it.” The campaign's drama and color, she said, helped it break through the clutter. “The imagery in this industry in terms of advertising is quite bland in many ways because it tries to anchor itself too much to the humdrum reality of the office environment,” she said. “So we tried to take that environment, turn it on its head and put [legal professionals] in a heroic position—and at the same time communicate that CT means reliability, quality, expertise and speed.” Since its debut in February, Peck said, the ad campaign has gotten tremendous feedback from customers and has generated an unprecedented number of leads. One ad that ran in Law Technology News delivered 60 leads in three different product areas. “For consumer ads, 60 leads might be no big deal, but in b-to-b, that's a huge response, especially when they're qualified leads with interest in things like e-discovery software,” Peck said. “ M
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