SANTA MONICA, Calif. - (Business Wire) Donat/Wald (
http://www.donatwald.com), the agency known for helping leading online companies take their messages offline through compelling television spots, has just launched a new national cable campaign for LegalZoom.com (
http://www.legalzoom.com), the two companies announced today.
The campaign includes four :30 spots, each featuring real stories of people who used LegalZoom’s easy, affordable online legal document services to achieve a significant milestone in their lives.
“Daddy” is the story of the Bryants from Pasadena, Calif., who created a will to protect their adorable nine-month-old daughter Chloe. “Fishbait” tells the tale of Leo Croisetiere from Richmond, Va., who lost his leg and his ability to surf-fish along with it – until he invented a fishbait launcher. He obtained a provisional patent for his creation through LegalZoom. “Toffee” tells the story of Janet Long from Clayton, Calif., who turned her mom’s beloved toffee recipe into a business – which she incorporated through LegalZoom. A fourth spot shows a snippet of each story to give a general overview of what the company can do.
Each spot also features Robert Shapiro, renowned attorney and LegalZoom co-founder, explaining the company’s ultimate benefit for consumers: “At LegalZoom.com, we put the law on your side.”
“Our customers are trusting us with an important part of their lives,” said Michael Turner, chief marketing officer, LegalZoom. “Donat/Wald understands the link between building trust and driving sales – and how to accomplish both. The campaign beautifully communicates the heart of what we do – which is to help people realize their dreams and protect them in a way that is easy and affordable. Behind every will, provisional patent and article of incorporation is a fascinating story of hope and inspiration. What better way to talk about our services than to tell those amazing stories – and Donat/Wald has done just that in a way that’s compelling and persuasive.”
“The LegalZoom brand is about what happens to people’s lives when they have access to legal solutions that previously felt out of reach,” said Lucas Donat, Donat/Wald founding partner and CEO. “People don’t just get a will, they protect their families. They don’t just obtain a provisional patent, they launch a dream. Protecting a great idea, starting a business – suddenly all those things are possible. We wanted to tap into the underlying human truth behind every transaction.”
LegalZoom selected Donat/Wald for its ROI-positive approach, which has helped online companies dominate their categories in terms of brand trust and overall growth by combining brand-building with direct response – connecting with consumers on an emotional level, while driving sales. Donat/Wald is a full-service agency that has used the ROI-positive approach in major campaigns for eHarmony.com, Register.com, Hotwire.com and many others.
The agency’s approach fuses DR and brand advertising in the same ad, to deliver a measurable, positive return on investment. It merges creativity with accountability – high-concept creative ads with measurable results that are tied back to ROI.
About Donat/Wald
Donat/Wald (www.donatwald.com) was founded in 1987 and quickly became recognized as a leader in direct response advertising. The award-winning agency's multi-platform approach combines the power of television, radio, print, and interactive media to offer integrated solutions that maximize advertising ROI and enable precise accountability. Throughout its 20-year history, Donat/Wald has been orchestrating successful campaigns for notable clients such as eHarmony, Register.com, Hotwire.com, Columbia, Sony, MGM/UA, Mattel Toys, ServiceMaster, American Express, Federated, CarsDirect.com, and eCompanies.
Edge Communications, Inc.
Ken Greenberg, 818-990-5001
ken@edgecommunicationsinc.com
