118 118 trials SMS 'piggyback' ads

Marketing 18-Jan-06

118 118 is trialling a text service that will allow advertisers to target consumers when they request a competitors' contact details.

The directory enquiries service is offering brands the option to add
their contact details to texts sent out as follow-ups to specific
enquiries.

For example, a caller requesting the details of one local pizza

restaurant could also be sent those of a rival business.

Hertz is believed to be one of the brands involved in the trial.

118 118 is seeking a direct agency to handle the launch of the service,
which is due to be unveiled in February.

A spokesman said the initiative was part of plans to use text space to
give consumers additional information.

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