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11850 invest €1 million in new TV advertising campaign


20th May 2011


11850 directory enquiries today announced details of its brand new, 12 month, TV advertising campaign. Featuring household favourites 118 and 50, the humorous and engaging ad campaign hits the airwaves from June 2nd. The new TV campaign represents a production commitment and media investment of almost €1 million. Colin Lewis, Chief Marketing Officer, 11850 commented that “11850 have created our biggest—and we believe our best campaign—all produced locally by Irish advertising, production and media agencies. It’s our biggest investment to date in creative and media”

The new campaign was shot on location in Dublin and Wicklow pays homage to the Honda 50 or Nifty 50 as it is better known in Ireland. The iconic Honda 50’s were rescued from ditches around the country, restored and customised for 11850 by master craftsman Philip McCormack from Limerick. The creative narrative follows the two heroes on their adventures around Ireland. It was conceived by Dublin ad agency IO, produced by William Armstrong and directed by up and coming film director Lee Cronin of Antidote Productions

Managing Director of io, Tim France says “Working with some great insights from the marketing team at 11850, io took on the challenge and came up with a fresh and exciting series of commercials that we believe will really engage with the target audience. We’re looking forward very much to the launch of the campaign.”

The series of stories begins with the two heroes 118 and 50 finding and restoring iconic Honda 50’s. The Honda 50 or Nifty 50 is the best-selling motor vehicle in history with over 60 million manufactured worldwide. Lewis continued “the original slogan ‘you meet the nicest people on a Honda’ reflects the efficient customer focused service and prompt connection offered by our enquiry service”

The campaign is supported by a heavy weight media spend which will see the advert on our screens on TV3 and RTE over the coming months. Lewis finished saying “This campaign serves to underline the considerable success and increasing popularity 11850 enjoys as the first port of call for customers in need of a number. The TV campaign reflects the millions of calls each year made in Ireland to Directory Enquiries, and confirms 11850 as the go-to service for those out and about”


-ENDS-


Editors Note:

11850 is Ireland’s original independent directory enquiry service. Celebrating its tenth anniversary of service, 11850 is committed to providing callers the highest levels of service, accuracy and courtesy. 11850 joined the kgb family of businesses in 2006. kgb is the world’s largest independent provider of directory assistance and enhanced information services.

11850 is market leader in text directory enquiries in Ireland and is the second largest voice directory assistance operator. Recognised as a leading innovator, 11850 was the first to introduce value added services such as free number textback, and remains the only DQ operator offering free search via the web.