Magazine article Marketing

ADWATCH: 118 118 Tackles Crowded Market Place with Clear Identity

Magazine article Marketing

ADWATCH: 118 118 Tackles Crowded Market Place with Clear Identity

Article excerpt

118 118 continues to use its 70s sportsmen to stand out from the pack of rivals to BT's 192, writes Sam Solley

118 118 Directory Enquiries has entered this week's Adwatch table at number one with a recall of 82%.

Through its TV campaign, by WCRS, 118 118 wants people to know it provides every number in the phone book, including both business and residential listings.

In this execution, the pair of 118s, in their running gear, sit at a dinner table and cut up a phone directory as if it were a cake. 118 tells his friend: 'You are what you eat 118'. When the other 118 appears to be choking, 118 asks what's wrong. He replies: 'I had a chemist stuck in my throat.'

With just days to go until directory enquiries are completely deregulated, the aim of the ad is to promote 118 118 as an alternative to BT's 192.

The firm has put pounds 6m behind marketing the launch of the service.

There are another four spots in the series, all conveying the same message.

'Retirement' features the pair returning an old man, wearing '192' on his vest, to his retirement home.

The most recent ad is a spoof on the training scene from 70s cult movie Rocky. …

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