Background: In the late 1980's, Yellow Cab used 303-292-1212 and did a respectable business with virtually no competition. When Metro Cab unexpectedly broke into the market with its own unforgettable number (303-333-3333), Yellow saw market share decrease rapidly and knew that it had to acquire its own unforgettable number just to keep up.
Challenge: There were no remaining unforgettable numbers available. This challenge was daunting but not insurmountable for Yellow's then Marketing Director, Joseph Gagan. He offered $100,000 to another firm with just such a number, but negotiations broke down and Gagan went back to the phone company, convincing it to release 777-7777. "For us, it was the luckiest thing, like hitting a gold mine. We think it's worth a million dollars."
Strategy: Advertise the unforgettable number on billboards, vehicles, matchbooks and team up with Denver's "Most Popular Number 7", Quarterback John Elway to promote the company.
Results: By teaming up its unforgettable number with a well-loved sports figure, Yellow Cab quickly regained all lost market share and is now the dominate player in the Denver area.