DISCO is a legal tech business based out of Austin, TX, founded by charismatic legal and tech guru Kiwi Camara.

They provide AI-powered software to legal firms and in-house legal departments, to help lawyers organise and search through thousands of pieces of evidence.

DISCO's products are great and their customers love them - but as the new kid on the legal block, not enough people knew about them.

Our brief was to get DISCO noticed and talked about by the legal industry.

How do you get lawyers talking about DISCO?

By bringing to life the ultimate symbol of law.

The global icon, Lady Justice.

Or in our case, Lady J.

Using exceptional craft - see case film - and a lot of bronze body paint, we transformed a cold, lifeless statue into a living, breathing force of nature.

Crafting a character that was revered, yet lovable enough to get away with roasting the entire legal industry.

Bronze statue meets Vivienne Westwood punk.

A lovable badass, exhorting lawyers everywhere to get with the times and Law Better.

A bold new front person for all of DISCO's communications - from a takeover of Legal Week to a launch film which was viewed over 1m times in the first week alone.

There were two key strategic pieces:

First, we did a deep dive on the audience using one to one depth interviews with buyers and users of legal-tech. The key insight here, was that lawyers are massively frustrated with the slow, outdated software they're currently using. We deliberately played back their frustrations (e.g. the spinning wheel of death and missing out on time spent with family) in our creative.

Second, we did a piece of research to compare legal-tech marketing (dull, boring, jargon-heavy, full of graphics and clip-art) with the world's most successful B2B brands (clear, simple, bold use of colour and design, deployment of the world's best creative talent and directors, blurring of B2B and B2C marketing approaches). This research project set our creative ambition for the crafting of this project sky high and kept us on track whenever our bold approach was questioned.

The implementation was all about crafting the most iconic Lady J possible. Casting, writing, wardrobe, make-up, sound design - everyone involved raised their game to create the this lovable badass. Please see case film - The Crafting of Lady J.

Having brought Lady J to life as the new star of DISCO's marketing, we set about planning the most impactful launch possible.

The campaign launched on March 16th 2023 and just days later dominated Legal Week in New York with a lobby takeover to ensure every one of the thousands of Legal Week attendees became immediately acquainted with DISCO's Lady J.

Digital takeovers of Above The Law and ALM followed immediately afterwards and the films rolled out across Hulu, Peacock, Paramount+, Roku, LinkedIn, Instagram, META and YouTube. Precise digital targeting enabled us to reach our audience based on job titles, geo targeting and use of legal-specific media space.

Our job was to widen the top of the sales funnel, by generating the awareness and affinity that would make connection with new prospects easier for the DISCO salesforce.

In the first month of the campaign:

Prospects visiting the DISCO website increased by 92%

The campaign outperformed LinkedIn's industry benchmarks by 7x and YouTube benchmarks by 2x.

The launch film had 1m views in the first week alone, with unprecedented levels of watch-through and engagement.

Average dwell time on campaign landing page exceeded 6 minutes versus site average of 25 seconds.

And hundreds of comments appeared across social channels praising the bold approach and getting lawyers talking about DISCO for the very first time:

“Just brilliant! Best marketing video I have seen to date in LegalTech.”

“Nailed it! Kicking over the computer monitor is just the best!”

“Well done – now that sets a higher bar for content"