When you need a number, would you make the right call?
Oxfam 118 918 – brand positioning and proposition strategy, identity, advertising and activation campaign and website
Every year, over 300 million calls are made to directory enquiries providers, and since deregulation of the industry, one brand has dominated this sector as a result of a massive marketing spend and the adoption of the easiest number to recall.
The service is expensive and completely disposable, and our research highlighted that consumers resented the providers of these types of services. However when Spiritel (a small innovative TelCo) joined forces with Oxfam, the UK’s first charity based DX brand was created. A simple business product concept: enter the market at a lower rate than the market leader, and 9p goes directly to Oxfam. It’s a real no brainer!
We helped the client to chose their DX number, created a brand proposition and identity and developed a London-wide launch campaign including outdoor, underground and radio. We also conceived a business centric activation campaign and tool kit to encourage corporate clients to switch to 118 918.