Re-launch Phone Names in Australia.
Telstra Phone Words - the market leader in this space - is well known, so the purpose of making words into phone numbers is well understood by the market. That meant we didn’t need to explain what the business does, just “get it on the radar” with its bigger competitor. We decided to use humour to stand out. In a clever twist, when calling the numbers on the outdoor ads, callers would actually be put through to the Phone Names business.
Incongruous and funny talent contrasted with his activity was very eye-catching. The ads were deliberately kept very simple. Awareness of the Phone Names offering was substantially increased in a “short, sharp” low-cost campaign.