Baleen twins with numbers instead of names. Reference 118 118 zhzhot 4 years Bashny.Net

118,118, the largest British referral service for already 4 years is not only a continuance in communication with the consumer, but also a great originality. The absurdity of the type twin 118 and 118 appear in each advertising message and do something unimaginable.

In 2003, Britain began repartition of the market of telephone directory services, as it was then Office of Telecommunications put an end to the monopoly of British Telecom to provide information about subscribers. The telephone number 192, which was used then the whole of Britain, promised to soon turn off - now all reference numbers were to be six-and begin at 118. On the market rushed to the company, hoping to gain a foothold on it - because there were about two dozen. Among them is a US-based company INFONXX, has registered The Number UK Ltd, which bought the most successful number 118 118 for fabulous 2 million. Pounds. and invited to design and conduct large-scale advertising campaign agency WCRS. Advertising in the first year it was planned to spend 11, 5 million. Pounds. And the fight was for that - the capacity of the market at that time was 300 mln.funtov.

The main aim of the campaign was to literally drum residents of the UK, these 6 digits. And preferably firmly and very specifically, that no other competitor could not benefit from any marketing efforts or The Number ahead in the race for the consumer.

The WCRS inspired image of two American runners-champions Steve 'Pre' Prefontaine and David Bedford and created two runners like him: the style of the 70s, his mustache a la Frank Zappa, and curly bouffant hairdos.

And since the characters are burlesque character, and advertising will be the same. In the first campaign, launched in March 2003, they laughed at the number 192, which was to retire in the literal sense, the film "Rocky" and on the advertising icon of the beginning of this century - roller "Gear". Such bravery was appreciated and the Cannes jury - Silver Lion at the movie, and the audience - the result of the first, but very active steps The Number on a conservative market inquiry services exceeded expectations. More than 35 thousand of television broadcasts, guerrilla marketing, street marketing has led to the fact that the runners-twins have become almost a national icon, and profits 118 118 by the end of the year was 45 mln.funtov - four recouping advertising investment.



118 and 118 is known thanks to another "hondovskoy" parody. The fact that in 2003, Honda complained to the ASA, and "reference gear" had to be removed from the air, did not discourage creatives and The Number. On the contrary, they seem to be only waiting for the right moment to repeat the trick. The trick was a success - a parody was very similar and very funny.



And this year, 118,118 spectators pleased ridiculed the film Flashdance, over which one has not only to make fun and movie about the behavior in theaters. Starting with the right, though costly strategy, The Number UK Ltd still holds the leadership in the market of reference services - the company's share is about 40%.



In 2004, The Number and agency WCRS has not had to make much effort. They only had to shoot several commercials divorced, parody music videos disco and older youth entertainment, and twins to dress in yellow suits for a change.









In 2005, the agency is still the leading brand, has proposed a new parody. This time it turned out to be extremely popular British TV series «A-Team», which all characters always come to the aid of all and saved. And what is our mustachioed twins rescuers ?! The campaign lasted two years









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