Cantor Law had been running the same typical injury lawyer's billboards that you see everyday. The account rep for this account wanted me to meet with the lawyerbut told me he was stuck in his ways and probably won't budge on doing anything too interesting.
After meeting with him, I asked him what his goals were for his billboard campaign. He wanted to be the #1 lawyer that people thought of when they have a car accident. Talking to him more, I asked why he had such similar creative as the other lawyers. He hadn't thought about it before.
A spur of the moment idea came to me, I asked him why doesn't he have an actual car smashed into a billboard? That would make people remember him. (I didn't know for sure, but hoped my operations team could do this!) He LOVED the idea.
Lucky for me, my operations team COULD pull this off. We went to the junk yard and found a car small enough to be sturdy on the board. Then the team smashed it up a little more, took out everything on the inside and cut it in half, painted it and added lights to the rear lights of the car so it would stand out at night. They rented a crane to lift the car into place.
They have gotten so much business from simply having this car on their board that they had to hire more staff to accommodate. He's well known for this billboard now, and has shifted it's location several times over the past couple of years.
I learned that even stubborn lawyers who want their picture and phone number on a billboard CAN change their mind when there's an interesting idea to make them stand out.
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