Lawyers are typically a very conservative bunch but Pragma's founding partner, Aaron McDonald, was prepared to shake things up with a campaign that talks directly about the extravagant fees charged by CBD law firms. Pragma is disrupting the paradigm of the 6-minute-block legal fee system by offering fixed-price mediation.
Likeable Creative helped produce a downloadable e-book (and 16 page printed version) with tips on how to reduce legal fees, which was promoted with advertising in the Post and Western Suburbs Weekly newspapers, digital display advertising on sites such as Business News, and promoted posts on Facebook and LinkedIn. The campaign resulted in 100 registrations for the e-book download and over 600 unique visits to the Pragma Legal website in the first month.
Half page press advertisement
Linkedin and Facebook ads
Spread from the 16 page eBook (we also produced a printed hard copy version for distribution)
The microsite to download the eBook and register interest.