Magazine article Marketing

Recall: Adwatch 10.09.08 - 118 118

Magazine article Marketing

Recall: Adwatch 10.09.08 - 118 118

Article excerpt

The campaign is successful, but raises the question: what good is marketing for a bad product?

Why has 118 118's advertising been so successful? It engages the simplicity and flexibility of a visually iconic idea, and, with its nice line in engaging humour, is one of my favourite campaigns.

This combination helped the brand emerge from the directory enquiries bun fight as Britain's default choice, despite its having no real functional advantage. Six years after its inception, the campaign is still going strong, albeit with some costume changes along the way. Which brings us to the latest ad.

It's not one of the brand's best, but all the building blocks are in place - 'twins', silly outfits, facial hair, gags. There is a new challenge from our Einstein-like geniuses, to 'Ask us anything.' So why, I asked the service, has its advertising been a success?

My reply: 'Because the 118 advert has a convincing power that made our customers try the excellent customer service we are providing. …

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