1818 Directory Service. Launching Switzerland's most popular duo

When we launched 1818 in Switzerland we were up against a respected and entrenched monopoly with Swisscom’s 111 information services. Within 8 months we’d won over 50% market share – plus an EFFIE. Over the first year, we churned out a constant stream of fun content with little time or budget and checked metrics weekly, adjusted work accordingly, tested and learned. It was a thoroughly modern model – even though broadcast TV often led the charge.

Everyone wants to be 18

We also gave consumers plenty of ways to create their own costumes and videos - dozens of DIY 1818 characters began showing up on ski slopes, street parades and festivals. All this great stuff got funneled into social media platforms.