118 118 runners become cartoon characters

EPONYMOUS UK directory assistance service 118 118 is set to launch a £4m brand campaign using animation for the first time in its advertisements.

The campaign introduces a new strapline - “Need a Mate? Call 118 118” - which replaces the old tagline “Who You Gonna Call?”, which resurrected a reworking of Eighties pop hit Ghostbusters featuring singer Ray Parker Jnr.

The new campaign involves television commercials and a sponsorship deal with ITV, which is due to launch this week. The link up with ITV will include the broadcaster’s film strand - featuring idents which show the 118 118 runners within well known movie clips, including North West Frontier and The 39 Steps.

However, the iconic runners will not be centre stage, but take more of a supporting role in the new TV ads. The focus instead will be on the directory service company’s customers, who are placed in a series of lifestyle “call” scenarios.

The 118 118 service is run by The Number, a subsidiary of global information services giant KGB. Their strategy of ‘long tail’ brand advertising has ensured that 118 118 is the best known and most used directory enquiries service in the UK. It’s something of a mystery to us why so few other legacy information services players have gone down the same route.

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