Our task was to get people calling 118 24 7 for directory enquiries in the face of heavy competitor advertising.
In fact, 118 247's phones rang off the hook. Calls rose 70%. Text enquiries up 1,500%. Spontaneous awareness of the number 300% over target. And 180 new call centre staff recruited to meet demand.
Better still, people sang the tune at work. Kids sang it at school. Twitter and Facebook were full of chat about it. We had over 300,000 YouTube views. There were mashups and remixes. Take that, 118 118.
For 118 24 7