118 Grabs Headlines To Become Runaway Success
A new TV campaign for the 118 118 directory enquiries service has secured the top spot in new research looking at the most written about advertising in national newspapers during the first quarter of 2004.
The campaign, which grabbed the top spot from Pepsi and the Conservative Party, is an extension of a previous campaign which saw the now infamous “118 runners” promoting the brand in TV and outdoor advertising, as well as appearing at several events.
The campaign also received a boost when 70’s runner David Bedford made claims that the brand had stolen his image. 118 118 refuted the claims but altered its campaign to include a more obvious Starsky and Hutch parody.
The survey of headline grabbing advertisements was produced by Propeller and Durrants Media Monitoring to measure the volume of stories about individual campaigns in the national press. Pepsi’s series of epic TV advertisements came in second place to 118 118, despite featuring Britney Spears, David Beckham and host of other A-list celebrities.
The Conservative Party managed an impressive placing, securing the third spot despite their one page advert featuring a letter from party leader, Michael Howard, only being published in one newspaper for one day. However, much of the credit for the coup must go to recently appointed party co-chairman and advertising guru Maurice Saatchi.
A controversial TV campaign for Mr Kipling cakes was the highest new entry at number eight after it attracted nearly 800 complaints for its depiction of a woman in a nativity play giving birth to a baby girl. The advert was branded by some viewers as “blasphemous” and “offensive” although it is further proof that shock tactics can sometimes pay off.
Last month the British Heart Foundation won acclaim for their anti-smoking campaign featuring clogged arteries and cigarettes dripping with fat. The series struck a chord with the nation’s smokers, achieving 94% penetration and, despite complaints from more than sixty viewers, was cleared by Ofcom of being distasteful (see Anti-Smoking Campaign Sparks Huge Response).
The recent increase in complaints over controversial advertising suggests that all publicity really is good publicity and it has been alleged that some advertisers are actively flouting ASA guidelines in order to gain column inches (see Feature: Ads That Flout Guidelines Grab The Headlines).
Propeller Communications: 0870 066 4608 www.propellercom.com
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