McCann's "pharmacy finder" uses New Media Voice's XML technology to infiltrate a postcode database to provide free response to callers, without using expensive operators.
The caller hears the message: "Thank you for calling Numark pharmacy finder. After the tone, say your post code and we will give you your nearest three Numark Pharmacists."
The TV ad campaign launched on GMTV to raise awareness of Numark's 17,000 pharmacies nationwide.
Sarah Lattey, account director at McCann Erickson, said: "The voice technology means that any database of information can now be available without any hardware. It used to take hundreds of thousands of pounds, plus a few weeks to set up this kind of back end.
"We did the Numark Pharmacists campaign in under a week from starts to finish at a fraction of the cost."
New Media Voice managing director Jonathan Grant, added: "For the first time this kind of response mechanism is available at a commercially viable price."
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