118 118 rolls out SMS 'piggyback' service

by James Quilter, Marketing 08-Mar-06

LONDON - Directory enquiries service 118 118 is to roll out its SMS 'piggyback' ads service, despite B&Q's threat of legal action.

After weeks of trials, 118 118 is launching the service, called txt//ad.

It will offer brands the opportunity to add their contact details to text messages sent in response to consumer enquiries for rivals' numbers.

Homebase was one of the brands involved in the trial, but B&Q threatened both 118 118 and Homebase with legal action after it was targeted by the service.

B&Q said it had a strong case, as similar 'diversion techniques' on internet search engines, have been successfully challenged. A spokeswoman described the service as 'shoddy', adding: 'We're all for open and honest competition, but this practice is confusing for our customers and we will continue to fight that.'

118 118 has appointed its first direct agency, Crayon Advertising, to oversee the campaign for the service, for which Dave created the branding.

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