Market Situation / Problem
In 1997, 25 new providers appeared on the market to compete with the Telecom directory assistance „11833“.  After several successful years, Telegate‘s popularity took a downturn so approached Icon Added Value for help with a restructuring process and relaunch of the brand.

Our Approach/The Solution
We found out that the “memorability of the number“ played a key role - it had to be catchy otherwise people were not going to use it.  We developed an advertising and performance monitoring to deliver key performance indicators on a weekly basis. Based on our recommendations for the optimisation of communication, 11880 developed into an easily memorable number and striking brand.

Result
11880 is the leading directory assistance in Germany – despite its (compared to the competition)  limited budget. The economic success reflects in the share price.