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118 50 Rings in the New Year with A Nifty New Ad Campaign


118 50, the “nifty” directory enquiries number, today rang in the new year with details of its new advertising campaign, launched on the slopes in Serre Chevalier. The advertising campaign will air for the first time, on Monday 7th January, 2008 and will involve extensive television and radio airplay.

The ad campaign, entitled “SKIRF” is a continuation of the 118 50 campaigns, “Moore Street” and “The Gallops”, launched last year. The ads are created by “The Hive” and produced and directed by renowned French production company, La Pac. The advertising campaign involves three 10–15 second commercials entitled “Avalanche”, “Aprés Ski” and “Echo”. All the commercials feature 118 and 50 as they navigate their way together through various winter wonderland scenarios.

An intensive 20 second radio campaign will also be aired on both national and key Dublin radio stations. The ad campaign will be supported by PR and an extensive on street campaign, which will see 118 and 50 making some high profile public appearances throughout Ireland in the coming months.

Commenting on the new campaign, Martin Hall, Chief Commercial Officer at 118 50 said, “SKIRF is so much more than an ad, it’s highly entertaining and people are going to love it. Since the 118 and 50 characters launched on the Irish market last year, they’ve helped the 118 50 brand to become a household number in the Irish market.”

He continued, “118 50 is renowned for its fast and efficient service and is continually committed to providing fast and efficient directory enquiries services to Irish consumers.”

Jimmy Murphy, Managing Director of The Hive, the creators of the 118 50 ad campaign added, “Over the last year, we’ve got to really know 118 and 50 and are delighted to work with the boys again in 2008. The advertising market has evolved significantly in recent times, which has resulted in more creative, intelligent and humorous campaigns. Advertising agencies and clients need to be brave and we are always happy to work with a client who is not afraid to try new things. We have many more exciting things planned for 118 and 50 in 2008.”

118 50 is the independent directory enquiry service operated by Conduit. The service was set up in 1999, as a direct result of deregulation of the Irish Directory Enquiry market. The 118 50 directory enquiry service has been extremely successful and its high growth rate is a reflection of the excellent service offered to callers.


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.