Anderson Norton has created an identity for 118 800, the cheapest of the new breed of directory enquiries providers aiming to take over the mantle of BT’s 192 service, which ended last weekend.
Operated by Directory Enquiries UK, 118 800 is a ‘no-frills’ brand that is positioning itself as ‘the directory enquiries company that understands business’, although Anderson Norton managing director Justin Anderson anticipates most of its customers will be domestic users.
Without the funds of big name rivals like BT and the Wolff Olins-designed The Number, 118 800 is largely reliant on ‘word-of-mouth’ marketing. Applications have so far been restricted to stationery, a CD-Rom and a website featuring a cost calculator to show businesses how much they could save.
According to 118 800 marketing manager Howard Sandom, the consultancy was briefed to bring ‘some pace and character’ to the brand and create a strapline that would be ‘integral’ to its offer.
‘We believe people are looking for a courteous call at the cheapest price,’ he says.
Anderson Norton was appointed without a pitch and designer Stephen Carpenter was responsible for the identity.
118 800 costs 19 pence per minute with a minimum charge of one minute. That is a penny less than 11 88 88 and substantially cheaper than BT’s own 118 500 and The Number’s 118 118, which both levy a combined time and one-off connection charge.