Magazine article Marketing

ADWATCH: 11 88 88 Highlights Cost Savings of Its Enquiries Offering

Magazine article Marketing

ADWATCH: 11 88 88 Highlights Cost Savings of Its Enquiries Offering

Article excerpt

The service is emphasising its low prices while getting its number into people's heads.

Less than a month after rival directory enquiry service 118 118 stormed to the top of the Adwatch table with 82% recall (Marketing, August 21), Conduit's 11 88 88 has done the very same thing, this time with 89% recall.

Not surprisingly, given that BT's 192 service was switched off on August 24, last month was one of intense activity among the companies fighting for a share of the UK's deregulated directory enquiries market. Indeed, Conduit spent about pounds 4m of its pounds 40m marketing budget in August alone.

The ads, by Partners BDDH, now known as Euro RSCG Wnek Gosper Partners, feature three people dressed up as the numbers 11, 88 and 88, dancing and singing the number on stage. There is no voiceover but the endline reads 'Half the price of BT Directory Enquiries'. In one execution they are also shown playing musical instruments while on stage.

This campaign follows launch work featuring the numbers as cartoon superheroes, with a voice-over saying 'We'll save you' and 'It's a job for 11 88 88'.

Neil Christie, marketing director at Euro RSCG Wnek Gosper Partners, says the creative strategy has focused on 'number memorability and getting the number into people's heads, so that when they think about directory enquiries, they think 11 88 88. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.