The Number 118 118: They came, they saw, they conquered - IPA Effectiveness Awards Case Study 2004

Brief Description: This paper shows how advertising created a phenomenon in the dull world of directory enquiries, propelling an unknown player into market leader within a matter of months. By focusing on the period when consumers still had a choice of calling 192 or the new 118 numbers, it provides a straightforward, open and shut case for advertising effectiveness showing an ROI of £45.4m on an investment of £13.5m ;---(TAGS)--- Full Title: They came, they saw, they conquered. The rise and rise of the number 118 118 ; Number: 2004/4 ; Brand Name: 118 118 ; Client: The Number 118118 ; IPA_ProductCoding: Telecoms (Directory enquiry services) ; Agency: WCRS ; Naked Communications ; Author: Cameron Saunders, Yusuf Chuku ;