Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Our ranking of the world's best marketing campaigns and companies.
The latest on 80+ key topics
Media & Channels
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Forecasts and Data Homepage
Overview of databases, forecasts and reports.
Annual ad expenditure data for 90 markets.
International Ad Forecast
Warc's forecasts for adspend in 12 key markets.
Consensus Ad Forecast
Adspend forecast aggregating several sources.
Media Costs Database
Compare costs across media and markets.
Global Marketing Index
A monthly indicator of the state of the industry.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Learn how to tackle key marketing challenges from leading experts in our series of in-depth webinars.
Content & Partners
What Our Clients Say
Request a Trial
For our market-leading publications and events
Contact us on +1 202 778 0680
Do I Subscribe?
Date: newest first
Date: oldest first
The Number 118 118 - They came, they saw, they conquered
Includes video content
Recommended by Warc editors
Cameron Saunders and Yusuf Chuku, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2004
This paper shows how advertising created a phenomenon in the dull world of directory enquiries, propelling an unknown brand to market leader within a matter of months.
This paper shows how advertising created a phenomenon in the dull world of directory enquiries, propelling an unknown brand to market leader within a matter of months. It was a brave decision to advertise several months ahead of switch-off but one that paid off, since by then the 118 118 runners had already clocked up 17 million calls. Another key tactic was spending £2m of the advertising budget on buying the 118 118 number sequence. Post switch-off 118 118 dominated the deregulated market whilst charging people a premium for it. At the time of this paper’s submission 118 118 had 44% of the directory enquiries market. Next with 34% was BT, which has the luxury of a 47-year relationship with the British public. This highly original communication idea was transformed into a cult-like phenomenon by equally inventive media thinking. The brand’s iconic 70s runners and their catchphrase ‘Got Your Number’ has slipped into the public consciousness. So prolific was this campaign that the majority of all articles written about deregulation were accompanied by imagery provided by 118 118. By focusing on the period when consumers still had a choice of calling 192 or the new 118 number, this paper provides a straightforward advertising effect: £11.5m communications spend delivered £45m in revenue.
YOU ARE IN THE WARC INDEX:
Call services and accessories
Fixed line providers
General service providers
Internet service providers
Mobile and cell handsets
No. of results per page
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the