Magazine article Marketing

Adwatch: 118 118 - 'Stuck'

Magazine article Marketing

Adwatch: 118 118 - 'Stuck'

Article excerpt

Directory enquiries is not a category that sets the pulse racing. Unless you rewind a few years, and you happened to work for one of the companies that saw the potential for gold when BT's 192 monopoly came to an end. Then, nothing could come close to directory enquiries for high-octane thrills.

On the understanding that no communication was of any value unless it made the number memorable, some chose to beat people around the head with the number until they found themselves calling it at odd hours of the night without quite knowing why. Others sought memorability by being irritating, like the mosquito that goes away, only to come back recurringly until you must kill either it, or yourself.

One service, namely 118 118, was smart enough to have an actual idea, with the number at the centre of it. And to remember that, in a category as life-fulfilling as directory enquiries, being entertaining and likeable is an excellent plan if you want to be remembered. …

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