AQA rebrands itself to a number – 63336

Rating: TV ad campaign here we come

GoMo News’ attempts to guess why exactly AQA (All Questions Answered) has rebranded itself as a number (63336) have all proved way off the mark. The real reason has to do with a forthcoming TV advertising campaign, not anything else.

AQA has always painted itself as,  “The world’s first premium text based question and answer service” and is undoubtedly one of the biggest success stories in the sector.

But now it has decided to change its brand and company name to 63336, the short code which customers use to obtain quick and fast answers from via SMS.

One theory which GoMo news proposed to Colly Myers, CEO of 6336, was that the company was imitating 118 118 – which has established a highly successful UK brand.

However, Myers brushed this aside claiming that 63336 already competes significantly well with them (118 118).

Myers also rejected any suggestion that 63336 and 118 1118 have been at loggerheads given that the former has accused the latter of racism in the past.

Since AQA/63336 has only just recently entered the mobile applications space, GoMo News ventured that the brand change was to enable the company to better exploit the mobile apps space.

Myers revealed, however, that it might take as long as five years for 63336 to transform itself into a company which concentrates on mobile apps rather than a text delivery service. So that isn’t the case.

“The most important factor is to remove anything that gets in the way of 63336,” Myers insisted. The shortcode is currently the main focus on how the business deals with its customers.

The crux of the matter is that 63336 is due to start its Xmas campaign on British TV from November 30th and the company is keen to keep its message as simple as possible.

Which leads GoMoNews to ask, doesn’t it need a new company called 57275 in Ireland then, given that’s the shortcode it uses outside the UK?

Tony is based in Surrey and is a veteran comms journalist. Tony also writes on the UK market…. contact him here tony@mobileinsight.co.uk