When it was announced that the UK’s directory enquiries market was to be deregulated, the race to consumer awareness and engagement began. Brazil was appointed to work with start-up company The Number and to back its entry, 118 118. Brazil took this start-up and helped to make it a household name in record time.


From zero to 118 118

Our objectives were simple: make 118 118 the natural successor to the out-going 192, and make it the most memorable of all the 118 numbers. Our campaign was a marriage of different marketing disciplines  – traditional PR, online and social media (even before the term was coined!) and is used in marketing courses throughout the UK as an example of best practice and creativity. Our results, including record numbers of coverage across every element of the British media, contributed to 118 118’s market leadership position – it remains the most dialed number in Britain.