Lekstudio

Competition on the directory enquiries market is fierce. And the biggest problem is that the customers don’t know how to separate the different competitors. There’s 118 118 and then there’s 118 100. But there’s also 118 800 and of course 118 020, 118 400…

We needed to find a way to build top of mind awareness for our client 118 100. So we focused on what made them different from others, the number 100. Our creative concept started in a Swedish saying you use when you’re not certain about something. The saying can be translated to “Are you 100 % sure about that?” but in Sweden we take away the %, leaving us the possibility of creating the pay off: Become 100, with 118 100.

We built all elements of the Become 100 campaign around the saying, portraying people who weren’t 100 % sure. We also changed the logotype, more clearly focusing on the number 100.  To rapidly increase top of mind awereness we used TVC style sponsor bumpers as the main campaign vehicle in order to get the message through in a humorous and eye catching way.
Results were instantly good with 10 % growth in sales compared to the same period last year.

Agency: Naked Communications Sthlm