New Campaign – 118 500

BT has launched a campaign for its 118 500 directory enquiries service. The ads claim 118 500 can find whatever number customers need, whenever they need it.

The campaign, which has been created by St Luke’s, carries the strapline “Let 118 500 be your guide”.

The poster and radio ads will run for three months. They draw on BT research showing that customers want a directory enquiry service that can instantly find the information they need.

The poster campaign has two executions. In one, a man holds a new pet goldfish, accompanied by the words “I needed a friend. You led me to Pet Paradise.”

The radio executions feature a gospel singer and choir. In one version, 118 500 helps a man to find his nearest fancy dress shop.

Media planning and buying is by Starcom and Outdoor Connections.

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