118 24 7 is the third largest directory enquiry service in the UK (behind 118 118 and BT 118 500), and as 118 118 has shown, memorability of the number is one of the biggest advantages a service can have. Therefore 118 24 7 set itself the task of becoming more "sticky" in peoples memories, so that it would be more top-of-mind when the need arose. 118 24 7 (pronounced "one-one-eight-twenty-four-seven") had created an animation with a memorable song, and it was the song which proved ideal for the radio.

Provide the brand with front of mind appeal agross a wide audience demographic

The campaign ran spots of 40" on a medium-heavyweight basis across the nation, in order to drive immediate cut through in this highly competitive marketplace.

The campaign achievements were measured on RAB's ongoing RadioGauge survey, and at the time it scored the second-highest ever campaign recall score, with 74% of listeners claiming to have heard the advertising (compared to an average of 45% across all brands). Importantly, gains for brand consideration were more than double the norms for RadioGauge, and the score for "advertising I would remember" got the highest score ever.

"Radio played an important role in our 118 24 7 comms, creating a powerful layer to the campaign that allowed us to connect to our audience in a way we'd not seen before" Zandra Ives, Head of Advertising and Promotion, Yell. RAB commentary: The power of radio to create tremendously strong, memorable brand properties is too often overlooked, as this example demonstrates in trumps