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Background

118 100 is one of many directory services in Sweden. In 2008, 118 100 launched a new service called "your answer to everything", where people could text their question about just about anything.

Challenge

The campaign was to increase curiosity and drive trial. Loyalty is extremely low in this business. Therefore it was necessary to be top-of-mind, using high impact and high frequency.

Platform/Idea

The strategy was to use some of the target group's favorite TV programs and connect them to the communication of 118 100 in an engaging and relevant way.

Consumer Journey

The consumers were met by 10 different sponsor billboards with questions connected to specific shows. This way, the message had a high level of relevance.
In the Simpsons commercial break, the question was: "Why are the Simpsons yellow and not pink? It is now possible to text any message to 118 100, your answer to everything." In the Top Model break, the billboard asked: "High or low waist for jeans right now?" These program-related questions were also complemented with TV spots of a more general TV character; "Who shot JR Ewing?"

Results

The campaign was a cost-effective and successful sales hit. The solution engaged the target group and 500,000 SMS:s were sent in two months. The service had a nice viral spread and was mentioned in 520 blogs. On two occasions, the campaign had to be shut down due to too much pressure on the call centre staff.
The biggest competitor has now launched a similar service.

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