It is understood to have received approval from the BACC to run a TV ad featuring its 118 118 runners covered in Post-It notes in a parody of BT's heavyweight campaign for 118 500. The ad, by WCRS, will carry the line "You don't need a Post-It note to remember our number".
The Number's move will reignite a bitter rivalry with BT, triggered when it ran an ad directly parodying a BT "Public Notice"-style press ad informing people of the number change, in the same editions of several national newspapers. BT subsequently summoned investigators, suspecting a leak of its media schedule.
BT unleashed its 118 500 campaign by St Luke's last weekend, urging consumers to "make a note" of its number.
BT's director of marketing services Amanda MacKenzie said: "If it [The Number] has to resort to mimicking others' creative ideas, either its isn't strong enough or its is hiding behind something."
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