Yell launches its first multi-product TV advertising strategy - 23 May 2001
Yell is to signal a major new marketing strategy with the launch of its first ever multi-product TV advertising campaign. The £2.6 million campaign will for the first time promote three Yell brands, Yellow Pages, Talking Pages and Yell.com, as one offering in order to reflect the changing behaviour of consumers in accessing information. The 40 second long ads will appear on terrestrial stations ITV, C4, C5 and satellite channels running for five weeks from June 1.Consolidating the three brands allows Yell to highlight the range of consumer services it offers. The new multi-product advertising strategy also allows the Talking Pages and Yell.com brands to benefit from the stature, trust and heritage inherently associated with the Yellow Pages directories brand.
John Condron, Yell CEO, said: "The change in strategic direction comes at a time when consumers are now using a number of channels to meet their needs. The strategy addresses this shift and allows Yell to bring together its entire consumer service offering."
" We have a reputation for producing popular, enduring campaigns and the new ads not only continue the tradition of humorous, true-to-life scenarios, but deliver one clear message: ‘ whatever you need just Yell’. The two ads are called Bagel and House. In Bagel a man and a woman are shown ordering at the counter of a bagel shop and realise they are ordering exactly the same things at the same time. Their thoughts flash up on screen in the style of Yell advertising classifications - progressing from jewellers to wedding services and finally to hotels.
House is a scenario that will be familiar to many: an over-enthusiastic estate agent shows a young couple around a dilapidated house. The woman can see the potential while the man is clearly dubious. Again, their thought processes appear in the style of Yell advertising classifications. The woman thinks: interior designers, the estate agent, who is now sure of a sale, thinks: new car and the man thinks: demolition services.
Both ads show people reacting in the same situations but with their own interpretations on events and responding with different needs. All the solutions can be found through the three Yell channels, whether via the book, the phone or the Net”. The ads will also demonstrate to advertisers, as users, that Yell is key for their businesses, because whenever people need something they turn to Yell brands.
Joining a long line of award-winning ad campaigns, the humorous ads were created by Yellow Pages’ long-standing agency Abbott Mead VickersBBDO and directed by award winner Tom Vaughan - director of the much loved cleaners ad.
