Heresy creates debut campaign for 11 88 66

Telegate AG, the German telecoms giant, is entering the UK directory enquiries market with a £1 million TV drive.

The campaign, created by Heresy, aims to cut through the clutter of the 118 marketplace to win Telegate an initial 3 per cent share of the market rising to an eventual 10 per cent.

Heresy has created a TV campaign to launch the 11 88 66 service following the switch-off of the 192 number in early August.

The ads introduce an upper-class gentleman who suffers a variety of misfortunes relating to the 11 88 66 number.

A 30-second spot shows the man at a home clearance auction in his ancestral home. He says he is confused by other directories numbers but finds 11 88 66 easy to remember.

The man explains that he was 11 when his father started dressing as Tiffany, which was the final straw for his 88-year-old nan and that this happened in '66, "the year we won the World Cup". The ad ends with a voiceover: "11 88 66 - sort of sticks in your mind."

Backed by five ten-second spots, the ads break nationally from 5 October.

They target 16- to 34-year-olds through primetime slots on Channel 4, five and satellite stations.

Shaun McIlrath, the creative partner at Heresy, said: "The market orthodoxy has been to spend millions on a frantic land-grab. We believe this is unsustainable in both spend and service. Early launchers will take years to pay off their marketing investment."

The campaign was created by Shaun McIlrath and Andy Taylor and directed by Paul Gower through Park Village Productions. Media planning and buying was handled by The Media Shop.

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