scoot.com: How bold advertising helped build a successful dotcom business

Electronic directory, Scoot.com launched in 1997 as a competitor to Yellow Pages. Objectives were: create awareness and understanding of the product amongst both advertisers and consumers, build essential partnerships and build a strong share price. Needed to be 'heard by the city'. A TV campaign, supported by radio, posters, direct mail featured 'Ms Scoot'. Results: Significant increase in advertising and brand awareness, understanding of the product, positive and distinct image, credibility amongst advertisers. Attract partnerships. Share price was boosted - increase in shareholder value was 274 times ad expenditure