National Accident Helpline launches marketing campaign

National Accident Helpline has unveiled a new creative campaign for 2020 highlighting the claims company’s work on helping people across the UK.

The campaign, ‘Claims across the nation’, launched on New Year’s Day across daytime TV and video on demand, and champions the hundreds of callers who contact the service every day.

‘Claims across the nation’ features aerial views of different locations with CGI orbs rising, like distress signals, from within them to represent calls being made to National Accident Helpline.

People are shown in their homes on the phone and snippets of their conversations are heard, with the orbs transitioning from red to teal as an adviser assures them that the company can help.

The colour change dramatises the shift from ‘wrong’ to ‘right’ that was originally established in National Accident Helpline’s 2017 rebrand campaign, ‘When it’s wrong, make it right’.

Both campaigns were developed by The Corner London, which worked with director Cole Paviour and production company Unit 9 on ‘Claims across the nation’. Paviour and Unit 9 have previously worked on campaigns for Sony, De’Longhi and Betfair.

Neil Simpson, chief executive officer of The Corner London, said: “This campaign, like its predecessor, champions the person who has been injured in an accident, and charts their emotional journey as they make that first call to see what can be done to help them.”

“Its messaging, tone and approach sets National Accident Helpline apart from others in the personal injury claims sector and demonstrates the ease and effectiveness of a service which is personal and compassionate, while operating on a national scale.”

A suite of 10 and 30-second ads from the campaign will air seven days a week throughout January in a media strategy developed by Carat Manchester.

Tom Fitzgerald, managing director of National Accident Helpline, said: “We pride ourselves on helping hundreds of people nationwide every day, without ever compromising on our caring and empathetic brand of service, and this campaign is a true reflection of that ethos.”

Mark Dugdale