118 118 in mobile video clips drive

Marketing 25-Apr-07

118 118 is moving into mobile content with the creation of a series of video clips intended to capitalise on the popularity of the runners from its TV ads.

The directory enquiries company plans to film a range of made-for-mobile
clips featuring the comedy characters who star in the TV ads created by
WCRS.

118 118 will look to forge content partnerships to transform the brand

into a multi-channel information portal. It intends to offer mobile

users a range of advertiser-funded video clips, including sports,
entertainment and celebrity news.

The company also plans to move into user-generated content. Consumers
will be encouraged to use their mobile phone to upload clips to a
revamped 118 118 web and WAP portal.