Brief Description: Electronic directory, Scoot.com launched in 1997 as a competitor to Yellow Pages. Objectives were: create awareness and understanding of the product amongst both advertisers and consumers, build essential partnerships and build a strong share price. Needed to be 'heard by the city'. A TV campaign, supported by radio, posters, direct mail featured 'Ms Scoot'. Results: Significant increase in advertising and brand awareness, understanding of the product, positive and distinct image, credibility amongst advertisers. Attract partnerships. Share price was boosted - increase in shareholder value was 274 times ad expenditure---(TAGS)---Full Title: Scoot.com: The power of purple. How bold advertising helped build a successful dot.com business ; Number: 2000/52 ; Brand: Scoot.com ; Client: Scoot.com ; Product Category: Telecoms (Directory enquiry services) ; Agency: BMP DDB ; Author: Alex Whelan, Sam Dias ; Prize Winners: 5 Star; Best E-commerce/internet (Adworks ref: Advertising Works 11)