Ampla Finance Legal aimed to change the way people pay their legal fees by providing loans tailored to each borrower and repaid from settlements, to replace risky credit-card borrowing or short-term loans. Launching in Q3 2019, Ampla brought us on board to develop its market position, core messages and lead on launching this ambitious challenger brand.
Ampla's first product delivered finance to cover legal costs for people going through divorce proceedings. Divorce finance is a growing market, with established players vying for consumers' attention, but our research revealed competitors were targeting their marketing efforts solely at lawyers as a route to end-users. With proposed changes to UK divorce law in the offing through the 'no-fault divorce' bill approaching Parliament, Ampla were launching at a fruitful time for their market, but needed to rapidly establish brand recognition to fully capitalise on timing. Building on our market intelligence we advised Ampla to speak directly to consumers, as well as to law firms. We created content for the firm's website and social channels that was direct, human and engaging and set the firm apart from the rest of the market.
We helped the firm crystalize its core messages and tone of voice as a foundation, before writing copy for the Ampla website and designing and writing a range of brochures and marketing materials.
With the brand established, we designed and commissioned targeted digital and print advertising campaigns in key legal trade titles, in conjunction with comprehensive, multi-channel social media support.