You won’t be remembered for the thing everyone else is saying.
The Context
Persich Personal Injury opened in 2025 after Jonathan Persich joined his godfather Simon Walters’ personal injury firm in 2018 and was admitted to the Supreme Court in 2021.
Nobody spends weeks researching a personal injury lawyer. The call gets made in the days after an accident, to whichever firm they can already name. Persich had to be worth remembering.
The Work
Every firm in the category sells experience the same way: years in practice, millions recovered.
The film opens on Jenny: the 10,451st time she has woken up, the 6,421st time she has started her ute, the 941st time she has clocked onto site. Then two firsts. A nail through her hand, and a lawyer.
Luckily, it’s not our first time.
The idea runs across workers’ compensation, car accidents and public liability.
We ran the film across on-demand television and booked billboards around Wangara and Tonkin Highway, where trade and logistics workers would see them. Meta ran always-on underneath, with Google Search and SEO there for the people who went looking.
Bonfire understood that nobody goes looking for a personal injury lawyer until something has already gone wrong, so the work had to reach people well before that. It’s the first brand campaign we’ve run, and the difference is that people now know the name when they call us. A terrific team to have in your corner.
The Results
By July, enquiries had doubled in a month, and a growing share of them started with someone typing the name.
- 64 enquiries in July, up from 31 in June
- Paid social delivered 35% of them, paid search 32%, organic search 22%
- Workers’ compensation became the busiest line: 16 of August’s 26 Google Search enquiries, at $112 each and a 20.9% conversion rate
- Searches for Persich by name rose about 40% a month against the pre-campaign period
- 311,000 completed views of the first television burst
- $37 cost per enquiry from branded search, against $250 non-branded
- 2.6x organic search traffic, year on year
