Hungry to increase brand awareness, KCOM asked JDA to put them on the telly and on the streets. Their new baby Know had just arrived - and as the only truly local telephone directory they wanted a real local flavour to set themselves apart from Yell.
As Know started hitting doorsteps we went out with our TV and outdoor ads. They quickly established the directory as a serious publication for both consumers and businesses, which was vital as we looked to drive space sales in the book.
The big idea put our local tour guide Kay in the spotlight as she travelled the Yorkshire Dales in search of various services found in Know. It´s a humorous and quirky set of adverts that gave us an approachable, business next-door edge over the competition.
Initial results for the first campaign suggest that the Know directory now enjoys 75-80% recognition among advertisers, compared to 15-20% previously. Which enabled Know to hit their ad sales targets for the first time since their launch a year before!
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