The brief was simply to make 118 24 7 the first number that people think of for directory enquiries. This was in the face of sustained heavy advertising by the competition, especially 118 118.
Response to the work was outstanding. People sang the tune at work. Kids sang it at school. Twitter and Facebook were full of chat about it. We had over 300,000 YouTube views. There were mashups and remixes. We’d created a cult.
At 118 24 7, phones started ringing off the hook. Calls were up 70%. Text enquiries rose by 1,500%. Spontaneous awareness of the number increased three times above target. And the call centre had to recruit 180 more people to meet the demand.