118 118 runners don hard hats in multi-million pound push for 118 118 Money

The 118 118 runners turn their attentions to something other than the overarching business in this new multi-million pound creative for 118 118 Money.

Created by Watermill, with media planning by ZenithOptimedia UK, the new TV campaign, which launches today, 20 October, sees the duo of runners don hardhats and drive Formula One style forklift trucks as they explain how 118 118 Money can help borrowers even if they have been rejected by their bank.

Global chief marketing officer Jean-Michel Maltais said: “All our research shows that the 118 118 brand has very high recognition levels, and it’s also a brand that customers trust.

“Our directory assistance service is all about helping people when they need it most, so in that sense there was a very good fit with 118 118 Money. Our research shows that three million people are rejected for a loan by their bank, but still need access to credit.”

The campaign will also be supported by digital and other media.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.