214:. In late 2009, the runners were animated, specifically promoting food and drink establishments available for booking via 118 118. This service has since been discontinued, and in 2010 this campaign was dropped in favour of comedic scenarios. In 2013 the advertising shows an army of 118 118 runners, to illustrate that the service provides the numbers of many businesses.
254:
In
December 2013 it emerged that when asked for a number of a named business, 118 118 operators often give a sales pitch suggesting that a different company offering similar services be called instead. Companies whose customers were thus referred to competitors complained about this practice. 118 118
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The 118 118 advertising was originally launched using the two men dressed as athletic runners. Used with the catchphrase "Got Your Number!", the runners' characters featured in a high-profile advertising and PR campaign leading up to deregulation in August 2003, when the original 192 directory number
250:
In 2008, 118 118 sent racist jokes about Asians and
Pakistanis to users of its texted joke service, and complaints were made to the press. The company responded that the jokes were in breach of their standards, and apologised. Although not made public at the time, the racist jokes sent were made in
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and two parallel red stripes on it. It was designed by advertising agency WCRS and Brazil (Communications agency). They have appeared in various forms, including 'mad professors' with crazy grey hair, and an army of 118 118 runners helping people across the nation to find businesses and services.
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Numbers starting with "118" were designated for commercial directory enquiries when the fixed priced 40p
British Telecom directory enquiries service on 192 and 142 was discontinued. The different 118 numbers were allocated by lottery. Originally Surrey-based Leaf Telecom was allocated the 118118
36:
provider. Once wildly popular for its advertising featuring two runners, the service has experienced a dramatic decline in calls due to easily accessible information via mobile devices. Calls are answered from call centres in the
Philippines, with some administration in
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The access charge is set by the caller's landline or mobile provider. It is set at the same rate as for calls to 084, 087 and 09 numbers. Including VAT, it varies between 2p and 13p per minute from landlines or between 5p and 55p per minute from mobiles.
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warned the company that it could be fined or lose its licence to operate if found to have encouraged the practice, but were satisfied that the company had moved quickly to stamp out any abuses, including dismissing some employees after investigating.
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New Ofcom regulations came into force on 1 July 2015, making all call charges to 118 numbers more transparent, consisting of an access charge and a service charge. 118 118 increased their prices on 1 March 2016 and on 1 May 2017.
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defended this cross-selling of services, suggesting it was partly because firms had not paid to be included on its database. They said that offers were compliant with the code of practice of regulator
PhonepayPlus (now
156:
was switched off. Although this slogan has fallen into disuse, it has lived on in the minds of the public. The use of the runners' characters is particularly noted for the legal action by 1970s record-breaking runner
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Movies. As of 2013 this continued, with the two 118 characters conversing over the phone with stars from old 'B' movies. A daily cartoon strip advertising the service also ran, from 2008 to 2010, in free newspaper
259:). However, the regulator added that a caller should receive the information requested without undue delay (chargeable as part of the call), and that unreasonably delayed callers should contact PhonepayPlus.
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In 2003, shortly after the company started operation, it was alleged that some call centre operators cut calls short to reduce the average call time, increasing bonuses payable under an incentive scheme.
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Since then, the 118 characters appeared in a range of guises, including spoof detectives, as the company expanded on its range of services. During this period the slogan used was "We're here to help!".
49:, and provide answers to general questions on any subject. 118 118 started operation in December 2002. In September 2013 the company started 118118Money, a provider of unsecured personal loans.
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appeared alongside the droopy moustache men singing a 118 specific version of the
Ghostbusters theme tune, at one point featuring the 118 men in place of the Stay Puft Marshmallow Man from the
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The company's lending business 118118Money, a subsidiary of kgb, launched as an online service in
September 2013. The company states they are able to extend the availability of
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Calls to 118 118 cost £2.43 per minute (a minimum 60 second charge applies) including VAT, plus the access charge set by the caller's landline or mobile phone provider.
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In 2016, 118 118 launched a subscription service app which costs £2.48 a month for unlimited calls to the number, or £4.98 a month for unlimited calls and connections.
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In 2006, kgb, the parent company of 118 118 in the UK, purchased rival
Directory Assistance provider Conduit to produce the largest company of its type in the UK.
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118 118 is primarily seen as a directory enquiries service, but provides a wider range of options, not only providing numbers to users but also
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In 2017, soaring call costs for directory enquiries services including 118 118 and 118 500 prompted an Ofcom review of 118 services.
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In
February 2006 a new advertising campaign was launched in which the runners appeared in advertisements in the style of the
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The advertising strategy for 118 118 has also been used for 118 218 in France, 118 50 in
Ireland, and 18 18 in Switzerland.
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text message by text message, for a charge of £3.50. Texperts was later renamed Kgb Answers and is now defunct.
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Financial Times 9 August 2003 "Players jockey for slice of BT's £300 million directory enquiry market"
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160:. 118 118 responded to this by stating that their inspiration was partly the late American runner
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360:"Subpart 6: Calls to Service Numbers (numbers starting 084, 087, 09 and 118) from 1 July 2016"
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118 118's marketing featured two men with droopy moustaches, wearing items of clothing with
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In 2014, failure to clearly state call costs resulted in a fine for the 118 118 service.
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Section 2:Call Charges & Exchange Line Services - Part 1: Basic Inland Call Charge
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sung over the music. Various routes followed, and then in early 2009
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number; The Number UK Ltd paid a reported £2 million to acquire it.
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530:"Muslim student sent racist 'jokes' by 118 118 joke service"
437:"Specialised Number Tariff Guide for Residential Customers"
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response to a direct, explicit request for racist jokes.
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to people who may otherwise find it difficult to borrow.
631:"Ofcom opens investigation into the cost of 118 calls"
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385:"Sky Talk Tariff Guide effective 26 December 2016"
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93:a service whereby customers can ask any question
119:In December 2008, The Number UK Ltd, purchased
613:"Telephone review to ensure value for callers"
576:"118 118 fined £80,000 for misleading adverts"
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1287:Sparks in the Park (Round Table Fireworks)
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652:BBCNews: Runner tries to derail 118 advert
217:From March 2007, 118 118 began to sponsor
164:. Bedford subsequently briefly worked for
32:is the UK telephone number for a US owned
1369:British banned television advertisements
913:Cardiff and Vale University Health Board
553:"118 118 paid to push alternative firms"
463:"118 118 expands with Texperts takeover"
20:
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540:from the original on 24 February 2009.
289:from the original on 12 December 2013.
1292:Michael Forever - The Tribute Concert
563:from the original on 7 December 2013.
517:from the original on 5 December 2003.
495:from the original on 2 February 2004.
473:from the original on 1 February 2009.
370:from the original on 30 January 2017.
7:
1189:St Fagans National Museum of History
1123:Cardiff International Sports Village
339:"UK NGN Call Charges SC001 to SC100"
1113:Cardiff Bay Development Corporation
551:Brignall, Miles (7 December 2013).
485:"Runner wins ruling against 118118"
397:from the original on 17 March 2017.
601:from the original on 6 April 2014.
582:from the original on 6 April 2014.
14:
637:from the original on 12 May 2017.
619:from the original on 12 May 2017.
528:Wood, Hannah (26 November 2008).
507:"118118 escapes bad service fine"
449:from the original on 15 May 2017.
422:from the original on 15 May 2017.
345:from the original on 9 June 2016.
461:Harris, Jan (17 December 2008).
91:In May 2008, 118 118 introduced
45:and other management offices in
928:Cardiff Metropolitan University
688:Economy and industry of Cardiff
593:Jones, Rupert (3 April 2014).
183:The 118 118 Team: A parody of
1:
1379:Directory assistance services
785:Principality Building Society
574:Goodman, Rob (3 April 2014).
491:. BBC News. 27 January 2004.
257:Phone-paid Services Authority
99:Ofcom regulations and pricing
1225:European Rugby Champions Cup
513:. BBC News. 2 October 2003.
16:Directory enquiries provider
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1374:Companies based in Cardiff
1154:Cardiff Bay Visitor Centre
1118:Cardiff International Pool
1090:St David's Hotel & Spa
805:Wales Social Partners Unit
633:. BBC News. 12 May 2017.
418:. TalkTalk. 1 July 2016.
390:. Sky. 26 December 2016.
115:Any question SMS services
82:listings and directions.
943:HM Revenue & Customs
908:Cardiff and Vale College
137:unsecured personal loans
1301:19th and 20th centuries
1220:1958 Commonwealth Games
1199:Wales Millennium Centre
998:Cardiff Bay Retail Park
958:University of Glamorgan
795:The Barcud Derwen Group
416:Guided assistance pages
1272:Tsunami Relief Cardiff
615:. Ofcom. 12 May 2017.
442:. BT. 7 October 2016.
341:. Uboss. 1 July 2016.
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1338:South Wales coalfield
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1333:Glamorganshire Canal
1133:Leckwith development
870:Lloyds Banking Group
855:Eversheds Sutherland
810:Welsh National Opera
314:AndroidHeadlines.com
70:Information services
56:Allocation of number
25:118 118 company logo
1318:Mount Stuart Square
1262:National Eisteddfod
1215:Cardiff Big Weekend
1003:Capital Retail Park
865:Legal & General
467:Techwatch Tech News
366:. BT. 1 July 2016.
198:, using the A-Team
34:directory enquiries
933:Cardiff University
821:organisation major
316:. 19 February 2016
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131:Financial services
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1128:Cardiff Start-Ups
1101:& development
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162:Steve Prefontaine
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1208:Major events
1174:Insole Court
1169:Castell Coch
1138:St David's 2
1099:Regeneration
1075:Mermaid Quay
994:Retail Parks
899:Major public
875:Redrow Homes
740:Clark's Pies
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697:organisation
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1085:Royal Hotel
1038:Hospitality
918:Cardiff Bus
845:CELSA Group
835:British Gas
819:Company and
765:Media Wales
695:Company and
320:20 February
143:Advertising
95:they want.
1363:Categories
1024:St David's
269:References
200:theme tune
196:The A-Team
192:television
185:The A-Team
1348:Tiger Bay
1050:Copthorne
1009:The Hayes
948:NHS Wales
823:locations
770:NAT Group
755:ITV Wales
233:Criticism
1070:Marriott
1055:Eastside
850:Deloitte
830:Atradius
775:Peacocks
727:Coffee 1
635:Archived
617:Archived
599:Archived
580:Archived
561:Archived
538:Archived
515:Archived
493:Archived
471:Archived
444:Archived
420:Archived
392:Archived
368:Archived
343:Archived
287:Archived
121:Texperts
65:Products
1147:Tourism
1014:Howells
706:118 118
166:118 500
78:times,
39:Cardiff
30:118 118
1184:Senedd
1065:Hilton
972:Retail
885:The AA
880:Swalec
244:ICSTIS
80:cinema
47:London
1045:Angel
447:(PDF)
440:(PDF)
395:(PDF)
388:(PDF)
240:Oftel
224:Metro
194:show
76:train
43:Wales
1255:2015
1250:2007
1245:1999
1240:1991
860:HBOS
800:WJEC
322:2018
242:and
219:ITV1
212:film
790:S4C
750:IQE
204:118
149:118
125:SMS
1365::
840:BT
559:.
555:.
532:.
509:.
487:.
465:.
428:^
414:.
403:^
376:^
362:.
351:^
330:^
312:.
226:.
172:.
170:BT
41:,
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680:e
673:t
666:v
324:.
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