The 118 118 "Ask us Anything" campaign first aired on 3 April, with the brand seeing an instant uplift in its corporate and recommend scores on BrandIndex.
The ad shows the 118 twins clicking through internet sites, when a bolt of lightning hits their house, causing them to be on the receiving end of an electric shock.
Luckily for the 118 team, this shock has improved their knowledge, allowing them to be able to answer any question a caller may have. The question-answering service has been available through 118 since May 2006, making the purpose of this ad to raise awareness of the service.
The 118 118 brand has low scores on BrandIndex, with all scores for the brand in negative figures for the past six months. The lowest-scoring indicator for the brand is value for money (-27%), while the highest-scoring indictor is satisfaction (-3%).
Since the ad first aired, 118 118's index score has slightly improved, driven by increases in the brand's corporate and recommend scores.
The corporate score for the brand has increased to -19% from -27%, while the recommend score for the brand is currently -10%, up from -14%.
The 118 twins are now iconic, due to the moustachioed duo having starred in a series of ads used by the company, starting with the original "Got Your Number" marathon runner campaigns.
While the evolution of the duo from marathon runners, through psychiatrists, to home-dwellers may seem extreme, it reflects the transformation of the company well - from a straightforward telephone directory, to one that provides train times and more.
Only time will tell if the longevity of the twins can help the brand improve its position on BrandIndex still further.
METHODOLOGY: YouGov interviews 2,000 people each weekday to form its BrandIndex, a daily measure of public perception of more than 1,100 consumer brands across 32 sectors.
It is measured on a seven-point profile:
1. Buzz
2. General impression
3. Quality
4. Value
5. Satisfaction
6. Recommend
7. Corporate reputation
In addition, we supply an index score.
- Sundip Chahal, www.brandindex.com.