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118 50 and RTÉ to Air First Ever Live Commercial in Ireland—18th November 2008
Also the first Live Ad to be Simulcast on TV, Radio and Online in any country in Europe!

Dublin, November 2008: Directory Enquiries number, 118 50 and RTÉ today announced they are to air the first ever live commercial in Ireland and the first ever live ad to be simulcast across TV, radio and online in any country in Europe. The 90 second ad will be performed and transmitted live across RTÉ Two television, RTÉ Radio 1 LW and RTÉ.ie during half time of the eagerly awaited Munster versus All Blacks match on November 18th. The two teams have not met since the historic Munster victory in 1978.

Irish actors, Paul Reid and Feidlim Cannon who play the parts of 118 and 50 in the brand’s well known TV commercials will participate in the live ad, which will be scripted by advertising agency, The Hive, during the first half of the match.

“We are really excited about this opportunity. Consumers want a ‘nifty’ directory enquiry service and we felt that the production of a live commercial was exactly what our brand represents”, said Bríd Drohan-Stewart, Marketing Director, 118 50. “118 50 is a young and dynamic brand so we felt this ad was a perfect fit. We are an innovative brand and have recently added directory enquiry text to our services. It’s great to do such an innovative marketing campaign which connects with consumers in a dynamic and relevant way.”

Geraldine O’Leary, Commercial Director, RTÉ Television said, “We decided to stage a live cross-media event as we wanted to create an opportunity for an Irish advertiser to connect with their audience in an innovative way. The Munster v All Blacks game provided a perfect platform for us to stage this live cross-media event and we’re delighted that 118 50 have embarked on this adventure with us to create broadcasting history”.

To announce the initiative, Ex New Zealand Rugby player and RTÉ rugby pundit, Brent Pope, today met with 118 and 50, Ireland’s “nifty” directory enquiries characters to give them some tips on Rugby parlance to assist them in their live ad!.


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.