BT launches directory services promotion

BT is promoting its three directory services – The Phone Book, 118 500 and – in a new outdoor campaign that breaks this week. It is the first time the company has marketed the three services together.

The campaign introduces a new strapline – “When making the right call matters” – which BT says “stems from The Phone Book being about more than just finding numbers – it’s about helping you make your decisions”.

The posters, which were created by BT’s consumer advertising agency Abbott Mead Vickers.BBDO, will run on and inside buses and taxis, by the roadside, in petrol stations and on rail platforms. The idea is to catch people at a “time of need”, such as when they are travelling home and thinking about going out for dinner.

AMV won BT’s consolidated 40m consumer account in 2005 (MW June 2, 2005) and is the agency behind the series of ads featuring thirty-something character Adam, played by My Family actor Kris Marshall (MW October 20, 2005).

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