The Number 118 118 is promoting its premium rate directories service with a carol karaoke – or Caroloke – competition. Its iconic twin moustachioed runners will search London for people willing to take part.
The company will donate £1 to the National Society for Prevention of Cruelty to Children (NSPCC) for every singer that it recruits. The campaign, which was created by marketing services agency Resonate, starts on December 14.
William Ostrom, the communications director for 118 118, says three pairs of 118 118 twins will start in central London. One of the pairs will remain in the centre and the other two will gradually move out to the suburbs over the course of the five days. Their location will be broadcast in regular updates on Capital Radio.
The twins will have a cameraman with them to record the people that are persuaded to take part, and videos will be uploaded onto a microsite, www.caroloke.co.uk. The best performance each day, as voted for by site viewers, will be rewarded with an Apple iPod, while the best performer overall will win the chance to appear in 118 118’s 2007 TV advertising campaign.