118 24 7
Using modal targeting to boost brand usage
Audio(.mp3)
Background
Awareness of the generic 118 number was high among consumers but there was a necessity to ‘punch through’ with the 24 7 part.
Competitor analysis showed that a number of 118 directory enquiry ads already ran in traditional radio ad breaks so the challenge for 118 24 7 was to achieve cut through in their sector with a different approach.
Why radio?
As a call-to-action medium radio was the ideal vehicle for a direct response advertiser. 118 24 7 created an original property that harnessed multiple touchpoints across the day enabling them to engage listeners in different modes and mindsets and galvanise them into taking action.
By using different material at different times of the day it was possible to keep content fresh, engage with various audiences during different dayparts and boost brand consideration.
Implementation
A unique promotion was created to reach listeners at different times of the day when they needed a number. The competition ran daily for 24 hours across the course of a week with the chance to win a prize every hour.
118 24 7 call data was checked to see what numbers people most needed at any point during the day, the prizes and questions were then selected to reflect this making the content as salient as possible.
There was an element of data capture as all text respondents were sent a bounce back message prompting them to save the 118 24 7 number in their phone contacts.
Results
On average Virgin Radio receive between 7,000 and 8,000 entries a week for on-air online competitions, but the 118 24 7 promotion received over 74,000 entries!
Research showed that Virgin Radio listeners on the back of the promotion were 195% more likely to use 118 24 7 compared to 56% for 118 118 and 35% for 118 500.
RAB Comment
"The 118 24 7 and Virgin Radio promotion was incredibly high impact, giving us a unique opportunity to engage and interact with consumers in a relevant and cost efficient way. We were delighted to be the first brand to run a promotion in this way, especially given the excitement it created with Virgin Radio’s audience."
Zandra Ives, Head of Advertising and Promotions, Yell Ltd