Awareness of the generic 118 number was high among consumers but there was a necessity to 'punch through' with the 24 7 part. Competitor analysis showed that a number of 118 directory enquiry ads already ran in traditional radio ad breaks so the challenge for 118 24 7 was to achieve cut through in their sector with a different approach. As a call-to-action medium radio was the ideal vehicle for a direct response advertiser. 118 24 7 created a property that harnessed multiple touchpoints across the day enabling them to engage listeners in different modes and mindsets.
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